The value of the new Bestfoods business to Unilever agencies will be $400 million in 2001, when the realignment will start to roll out across the globe. As much as $300 million could be plowed into the U.S. The cost to the losing agencies will be less, however, as Bestfoods' global media spend has dwindled from $400 million in 1997 to just $150 million this year.
See adageglobal.com for the full article.
Copyright December 2000, Crain Communications Inc.