Unilever’s Keith Weed on how cutting agencies will improve its advertising

Unilever’s chief marketing and communications officer Keith Weed says Unilever’s decision to halve the number of agencies it works with was done in response to the fragmentation of media, but claims there is still room to work with specialist independent agencies in local markets.
Speaking at a press briefing at the Cannes Lions Festival today (21 June), he tried to explain the reasons behind the company’s decision to consolidate the number of agencies on its roster,