Hasta La Creative!

Unilever is wrapping up a procurement-driven exercise that will likely result in an updated digital agency roster and a new way of evaluating its digital agency selection process, according to people familiar with the matter.

The end goal is to create cost efficiencies by streamlining and centralizing the agency vetting process, previously spearheaded by brands.

The idea is for brands to turn to the list, controlled by Unilever, every time they want to invite agencies to pitch for a project. Agencies on the list might not be working on retainer, but they will have already been given an estimated base-level annual revenue mark, according to executives. Agency payment would ultimately come from a larger pot as opposed to an individual brand pot, with rates pre-negotiated by procurement.

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