OGILVY WINS UNILEVER REVIEW FOR HELLMANN'S

$16 Million Account Was With Lowe

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NEW YORK (AdAge.com) -- Unilever Bestfoods is moving its Hellmann's mayonnaise account to WPP Group's Ogilvy & Mather, New York, according to an executive familiar with the matter.

Two-agency review
The move comes after a review that

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involved Ogilvy and Interpublic Group of Cos.' Lowe, New York, the incumbent agency on the account. Interpublic's McCann-Erickson Worldwide, New York, participated in the competition initially but did not progress to the final talks.

A Lowe spokeswoman confirmed the split. Calls to Ogilvy were not returned by press time.

Extending the brand
Unilever Bestfoods put the account into review as part of its plans to extend the Hellmann's brand into other areas, including WishBone salad dressings and into new categories.

Spending on Hellmann's in 2002 was $16.5 million, according to TNS Media Intelligence/CMR.

Unilever Bestfoods, based in Englewood Cliffs, N.J., had no comment.

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