Packaged-goods companies look to agencies for price cuts

07/13/2009 | Advertising Age (tiered subscription model)

Packaged-goods marketers are turning to agencies to help them cut the costs on marketing services. Unilever, which spends about $5 billion worldwide, along with Reckitt Benckiser, a $1 billion global spender, have called for global media-agency reviews. Procter & Gamble, which spends $7 billion globally, is expanding its Brand Agency Leader system, which secures a preset fee and pays other marketing-services shops from that pool.

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