Posts tagged with 'client acquisition'

Five ways agencies can fight downward pressure on fees

Last year, Unilver, one of the world's largest advertisers and a bellweather for the ever-important CPG market, spent $8.6bn on ads, an 8% jump over the prior year.

And it invested heavily in digital, upping its digital ad spend a whopping 40%.

That would normally be reason for agency execs to cheer, but you like won't hear any champagne bottles popping.

The reason? According to Unilever CFO Jean-Marc Huet, the company is working to reduce "the part of the advertising spend which is used to make films, pay agencies and the like." And it isn't where it wants to be yet.