Anglo-Dutch conglomerate Unilever has cut 3,000 of the approximately half advertising agencies it uses and plans to reduce the number of ads it produces by 30% in an efficiencies drive, according to Chief Marketing and Communications Officer Keith Weed. The move comes after Weed and his team used a "wear-out" tool to determine the lifespan of Unilever's ads, with only 1% seen often enough to be considered worn out. Weed now aims to focus on fewer, better-quality ads that will run for longer, while also focusing on viewability, verification and value.
Anglo-Dutch conglomerate Unilever has cut approximately half of the 3,000 advertising agencies it uses and plans to reduce the number of ads it produces by 30% in an efficiencies drive, according to Chief Marketing and Communications Officer Keith Weed. The move comes after Weed and his team used a "wear-out" tool to determine the lifespan of Unilever's ads, with only 1% seen often enough to be considered worn out. Weed now aims to focus on fewer, better-quality ads that will run for longer, while also focusing on viewability, verification and value.