Simon Gwynn
Jul 18, 2019

Unilever's move to holding-company relationships akin to outsourcing CMO role

Focus could be put on efficiency rather than effectiveness, agencies argue.

Unilever’s move to ditch relationships with individual agencies in favour of holding-company-wide arrangements could ease its access to diverse international talent but is no silver bullet for marketing problems, agency leaders have said.

The shift, discussed by Unilever chief executive Alan Jope in Cannes, may have been motivated by quick access, less admin and a wider talent pool, Julian Douglas, vice-chairman of VCCP, suggested. WPP this month revealed it was selling its 24.85%...

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