In the wake of Unilever’s media agency assignments, whatever happened to streamlining?

Unilever’s assignment of media duties following a comprehensive global media review feels a bit like an episode of Oprah: you get an assignment, and you get an assignment, and you get an assignment! 

On Monday evening, the consumer packaged goods giant announced the distribution of its global media business to pretty much each of the Big Six holding companies: WPP, Omnicom, Publicis, IPG, Dentsu and Havas.

Interestingly, such a diffuse set of assignments seems to fly in the face of discussions in recent years of multinational giants — those participating in the “mediapaloozas” of the past — looking to simplify or reduce their roster of agencies. And the holding companies have spared no effort or expense to add any number of services, from commerce media to influencer marketing to handle all of a marketers’ needs. 

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