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General Motors’ media planning review was a packed press event. Conversely, Unilever’s media consolidation review, which has entered its final stretch, had minor-league coverage. But it may have the most impact.

By taking media planning away from its brand agencies and giving it to Starcom Mediavest—which is creating GM Planworks to handle the business—the nation’s largest advertiser legitimized media shops’ claim that they are more than glorified buying services.

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