Simon Clift, Unilever's home and personal care marketing president, said in a statement, "This move is part of our continuing plan to make BBH a key strategic partner, alongside Lowe, who remain our agency partners for the majority of our global brands." In the U.S., Surf is sold under the All name and is handled by Lowe.
Surf is BBH's fourth Unilever brand. The others are men's fragrance Axe, known as Lynx in the U.K.; women's fragrance Impulse; and Bertolli, an olive-oil-based spread. Bertolli is a global account, and Axe and Impulse are pan-European, with BBH handling Axe in the U.S. as well.