Hasta La Creative!

One agency executive recently said he sees more fear among packaged-goods clients than since the economy bottome out in 2008, miring the country in the Great Recession. He blamed pressure from retailers and investors alike.

Unilever has seen plenty of both, having thwarted a proposed acquisition by 3G in February. Now it’s trying to make its own operations more efficient, for starters by combining two global marketing organizations into one. And chief marketing and communications officer Keith Weed is equally keen on eliminating waste at agencies.

“We should get the best price for our consumers,” he said in an interview last week in Cannes. “And if that means rooting out inefficiencies in someone else’s business, I will do it.”

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