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: Several leading advertisers in the US, which include Unilever, Carlsber, General Motors, and Danone, among others are reviewing their contracts their advertising and marketing communications partners. Some big advertisers, such as Coca Cola, Procter and Gamble and Volkswagen have already brought in changes in the way they work with their agencies. According to some media reports, Unilever, one of the biggest advertisers in the world and also the largest consumer products maker, is reviewing its global media business and biggies such as WPP, Interpublic and Omnicom are participating in the process. The company spends close to $5 billion on its advertising annually. Pharma company Bayer recently said it will consolidate its $1bn worldwide creative and media business and airline company Emirates Airlines has called for a fresh pitch for its $300 million global creative account. Brewer Carlsberg, and hospitality player InterContinental Hotels Group are also reassessing their creative and media business. Automaker General Motors has begun the search for a new creative partner for its Cadillac brand. Rival Volkswagen recently appointed Deutsch as its main agency in the US. Industry observers say that the search for new partners is an expensive exercise that can sent these companies in by around $100,000 for a US-only brief, while the global search could be more expensive.
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