The FMCG giant is scrapping individual agency relationships.
FMCG giant is looking to work across holding companies and develop content partnerships with the entertainment world as it moves away from interruption-based advertising.
Dentsu Aegis Network and SMG will go head-to-head for global media business.
GLOBAL - WPP has topped the Effie Index as the most effective agency holding group globally for the fourth year in a row, as Omnicom's BBDO is named the most effective ad network.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins