"There is a struggle to have traditional media and digital and content and public relations all brought under one roof under the agency side."Alan Rutherford, Unilever's global media director.
Unilever's TV ad budget is down to 65 percent, a 20 percent drop in a decade. Unilever won't create in-house agencies, said Rutherford, but is trying to spark change in its outside agencies.
The sea-change is definitely upon advertising and PR agencies. Starting from scratch and training in-house talent is going to take too long to get up to speed.
Joint ventures/partnerships with agencies who specialize in online PR makes much more sense. We have had four approaches from traditional media and PR agencies recently.
