In recent years, multinational giants have sought to simplify their agency rosters, yet Unilever's media assignment reflects a move towards empowerment of local markets.
One of the winning media agencies noted that Unilever's local offices played a significant role in the agency selection process, highlighting the company's decentralized approach to marketing.
The tendency for consumer packaged goods companies is to opt for media agencies that provide the most competitive pricing, evident in various regional markets.
Some developing markets, particularly in Africa, present considerable growth opportunities that influence media agency selection decisions by multinational corporations.
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