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BBH Wins Unilever Ad Account for Promise in North America

Agency Already Handles Brand Overseas

By Published on .

NEW YORK (AdAge.com) -- Consumer products giant Unilever has moved advertising duties for its Promise spread to Bartle Bogle Hegarty, New York, a company spokeswoman said today. The agency will also handle ad duties for the brand in Canada, where it is called Becel.
The Promise brand in the U.S. is known as Becel in Canada and Flora in the U.K. and other European countries.
The Promise brand in the U.S. is known as Becel in Canada and Flora in the U.K. and other European countries.

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
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.
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