[London] In another blow for Lowe
, Unilever moved its $100 million pan-European account for Flora margarine-known as Becel in some countries-to Bartle Bogle Hegarty
after a review that became a shootout between Bartle Bogle and Interpublic Group of Cos.' Lowe. Earlier WPP Group's Ogilvy & Mather
was cut from the shortlist. Although Lowe remains responsible for markets outside Europe, almost all spending is in Europe. Publicis Groupe-backed Bartle Bogle will also work on the Flora "pro.activ" line, which claims to help lower cholesterol and includes yogurt and milk products. The loss will hit hard at Lowe's London office, already slashing up to 50 jobs after losing the global HSBC account recently. Lowe has lost a steady stream of Unilever business to Bartle Bogle over the last year, including Signal and Mentadent toothpaste brands in May 2004 and Surf laundry detergent in December 2003.