Unilever believes that traditional marketing services agencies are “struggling” to keep up with rapid changes in the media.
Apparently, the company has been busily establishing its own internal teams to help fill the void. The Financial Times reported this week that
The consumer products group set up communications planning and digital advertising operations last year as part of efforts to respond to the declining impact of television advertising. Alan Rutherford, Unilever’s global media director, on Monday said television now accounted for about 65 per cent of the Anglo-Dutch company’s global advertising budget, down from about 85 per cent at the start of the decade.
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