Packaged Goods

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“Packaged goods may be down because of consolidation and retailers maxing out on product [differentiation],” said Chris Colbert, CMO of Boston consultancy Pile and Co. That said, personal care giants L’Oréal, Gillette and Unilever all had a busy year. The trio moved a combined $2.3 billion of the $3.5 billion in billings that shifted, and Publicis Groupe shops were the prime beneficiaries.

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