Campaign UK

Unilever launches site to publicise roster agencies

- By Simon Gwynn

Unilever is aiming to drive the adoption of its preferred agencies by local teams with the creation of internal website The Agency List.

The site acts as a catalogue of the FMCG company’s roster of agencies, with contact details and informatio­n about each shop’s past work. It also allows Unilever marketers to leave feedback about the services they receive.

The plan is not restricted to marketing services; similar lists will be drawn up for every discipline the business uses.

Unilever has asked agencies to provide a submission including contact details, a website URL, a staff photograph, a list of awards recently won and four case studies demonstrat­ing the breadth of services.

Agencies can also provide a short video to explain their creativity, culture and way of working.

A source told Campaign that the move was partly motivated by cost efficiency, with Unilever keen to move as much business as possible to shops on its preferred agencies list.

But a senior figure at one of the company’s existing creative shops broadly welcomed the initiative, saying it could benefit the agencies as much as Unilever: “You want your creative work or your services to do the talking but the further it goes beyond your direct client, the better.”

The roll-out follows changes made to Unilever’s marketing operations last summer. “Brand builders” in local markets now report directly to “brand developers”, the global marketers in charge of brand positionin­g and strategy.

 ??  ?? Dove: parent Unilever is encouragin­g local teams to adopt roster agencies
Dove: parent Unilever is encouragin­g local teams to adopt roster agencies

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