In a move resembling realignments by rival Procter & Gamble Co. in recent years, Unilever, New York, said today it's swapping agency assignments for its two leading U.S. laundry detergent brands, Wisk and All. J. Walter Thompson USA trades in its Wisk account for All; Ammirati Puris Lintas gives up All and gets Wisk. The accounts are similar in size, with spending of $19 million on Wisk and $21 million on All last year, according to Competitive Media Reporting. Unilever said the move is consistent with efforts to align global brands or brand positionings. The realignment comes as the company vows to put more marketing support behind its key global brands and shed up to two-thirds of its 1,200 brands globally.
Copyright October 1999, Crain Communications Inc.