Unilever Taps Razorfish for Surf and Dove Hair

Agency Is Named Global Agency of Record for the Brands; Will Help Roll Out New Products

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Unilever has named Publicis Groupe 's Razorfish as its global digital agency of record for two more brands: Surf detergent and Dove hair. The agency will help launch new markets and products for the brands.

Unilever's chief marketer, Keith Weed, has been vocal in recent months about the packaged goods giant looking to streamline its digital agency roster to rely on a fewer number of global shops. Razorfish is among the biggest global digital agencies with $406 million in 2010 revenue, according to Ad Age Data Center.

Razorfish won the business after two separate pitches. Agencies on Unilever's digital roster include AKQA, SapientNitro and Havas' Euro RSCG. WPP's Ogilvy & Mather handles creative for Dove and Publicis's Bartle Bogle Hegarty handles Surf.

The Surf assignment could be further evidence that Unilever is aligning digital agencies with creative siblings on certain brands. Unilever recently moved the global digital assignment for Flora/Becel margarine to Omnicom's Tribal DDB, as sibling DDB was already the creative agency. Ogilvy previously handled digital for Flora/Becel. Unilever also tapped Interpublic Group of Cos. digital agency Huge to work with sibling Lowe & Partners on household cleaning brands Cif and Sunlight in certain markets.

Razorfish also handles Unilever brands Axe, Lipton, Rexona and Signal and could stand to benefit from Bartle Bogle's extensive relationship with the marketer, which was the No. 2 global ad spender behind Procter & Gamble in 2009.

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