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 firm Weed . The reduction comes after Weed and his competitors used a " wear - out " tool to determine the lifespan of competitor '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 transparency .
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.