The CFO of Unilever does finish the sentence, "in a more effective way". But ultimately he goes on to say that they will do their own digital advertising and content creation in-house. I am usually unimpressed by bean counters expressing their views on the creative industry as I generally believe that they don't get it. They turn Creative Directors into spreadsheet directors (and by doing so) misuse the creative talent needed to innovate and develop fantastic advertising for their clients. The advantage of an agency environment is the diversity of knowledge and ideas on hand. Something that can become suffocated and safe in-house. It does create a new avenue for creative talent and it will be interesting to see if U-Studio takes on the industry and enters awards.