Unilever has begun to deliver on Chief Marketing and Communications Officer Keith Weed's recently announced effort to align digital shops with lead advertising agencies as it today handed the global digital assignment for the Flora/Becel margarine brand to Omnicom's Tribal DDB.
DDB is already the global "strategic agency partner" on the brand, Unilever noted in a statement, and the move brings "alignment to the development of the brand," the company said. WPP's Ogilvy & Mather previously handled digital work on the brand.
In a statement, Andy Porteous, senior VP-global brands for spreads and dressings at Unilever, said the simplified structure "will enable synergies of brand development thinking across all communication channels and enable us to maximize our impact in the digital space."
He said Unilever was pleased with the work Ogilvy had done on the brand and will look to the shop to "really leverage their digital expertise on Hellman's," where Ogilvy is also the strategic agency partner. More broadly, Unilever said the move won't affect other Ogilvy assignments.
Unilever also this week appointed Huge to work alongside Interpublic Group of Cos. sibling Lowe & Partners as "preferred digital partner" on its global digital roster, starting with household cleaning brands Cif and Sunlight in Europe, the Middle East, Africa, Latin America and Asia.
Lowe is another of Unilever's leading global shops, also handling such brands as Degree, Rexona and, in parts of the world, Axe.
Not all Unilever digital and creative shops are fully aligned along hold company lines yet, however. For the U.S. launch of Magnum ice cream next month, Lowe's Lola is handling global TV advertising; Lowe affiliate Deutsch is handling print advertising; and independent Ryan Partnership is handling digital. Rounding out the Magnum assignments are WPP's Mindshare on media and production, Interpublic's GolinHarris on PR and brokerage Advantage Sales & Marketing's Integrated Marketing on retail work.