Interpublic Group of Cos.' McCann Erickson, New York, was the incumbent on Promise in the U.S. and WPP Group's Ogilvy & Mather, Toronto, had Becel.
U.S. spending on Promise was nearly $10 million, according to TNS Media Intelligence.
"In an effort to promote efficiency within our North American business in the area of heart-healthy spreads, we have decided to consolidate" with BBH, the spokeswoman said.
In July 2004, London-based BBH, which is 49% owned by Publicis Groupe, won creative duties for the spread in multiple European countries, where it is also marketed as Flora, after a hard-won review against Interpublic's Lowe. At the time, billings on the pan-European account were $100 million. BBH also works on other Flora products, which include yogurt and milk products that claim to help lower cholesterol.
The Unilever executive overseeing the brand is Alan Jope, a former home- and personal-care marketing executive who in late 2005 was promoted to his current role as group VP-global spreads, cooking products and dressings, foods category. In his last job, Mr. Jope worked closely with BBH on Unilever's Axe deodorants.
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Willow Duttge and Jack Neff contributed to this report.