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No. 0553
Published
Unilever tells agencies to make way for creators: 'we don't need the big idea'
Why it matters
A major advertiser signaling it no longer needs the agency big idea and wants room for creators marks an operating-model shift from campaign-led to creator-led marketing. It reframes agencies as enablers of creator output rather than authors of the central concept. Expect budget and brief ownership to move toward always-on creator programs.
The source
The Drum
Unilever tells agencies to make way for creators: 'we don't need the big idea'
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