At Unilever, Digital's Not Just for Mature Markets

http://adage.com/digital/article?article_id=137281

The consumer-goods giant is close to concluding a review to name its first and one of the marketing industry's first truly global digital-agency rosters to help carry out a global digital strategy developed with input from such digerati as Federated Media Chairman John Battelle and BlogHer co-founder Jory Des Jardins.

The digital roster, believed likely to include Sapient and an entry from WPP incorporating several agencies into a single unit, will have five to 10 agencies in all, from which Unilever's global brands will choose, Mr. Rangaiah said.