Editorial: GM and Unilever the only pitch winners

General Motors is reviewing its £400 million pan-European media business.

Again. Meanwhile, Unilever is in the final stages of its own £1.2 billion European media review. Both have made it clear the pitches are to reduce costs. Whoever triumphs, the advertisers will be the only winners. But with the chosen media agencies almost certainly forced to compromise service to meet cost savings, any gains will surely be short-sighted ones.

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