Unilever Taps Profero for Global Tresemme Work

Move Comes as Packaged-Goods Giant Aims to Expand the Shampoo Brand's Footprint

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Less than a year after swallowing Alberto-Culver, Unilever has hired a digital agency to handle marketing for Tresemme, Ad Age has learned.

Independent shop Profero will handle global digital duties for Tresemme, which is part of the Alberto-Culver portfolio of hair care and beauty products that also includes brands such as St. Ives and Alberto VO5 that Unilever agreed to acquire in the fall of 2010. The account is expected to be managed out of the agency's New York office, according to industry executives.

The agency referred calls to the client, and Unilever declined to comment on the move.

Profero's new assignment does not appear to affect Tresemme's lead creative agency Mullen, even though that Interpublic Group of Cos agency was brought on when Tresemme was under Alberto-Culver.

Unilever is wasting no time with plotting some big marketing moves for Tresemme. Since the packaged-goods giant's $3.7 billion purchase of Alberto-Culver was completed in May, it has already expanded the Tresemme brand to Brazil.

So far, the shampoos and conditioners are available in the Americas, Australia, South Africa and Europe.

A likely next stop? Asia. Unilever is very comfortable working with Profero in that market. In 2011, Profero handled work for Unilever in the Asia-Pacific region for several brands, including Domestos, Safe, Sunlight and Glorax. The agency has also had offices in Beijing, Seoul, Tokyo, Sydney and Shanghai for years.

Unilever is the No. 2 global advertiser, with spending of $6.62 billion in worldwide measured media in 2010, U.S. measured media totaled $58 million for Tresemme in the year ending November 2011, according to Kantar.

~~ Contributing: Jack Neff

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