Unilever confirms Axe pitch but underlines BBH relationship

Unilever has confirmed that it is holding a global pitch for Axe but has underlined its long-term relationship with BBH in doing so.

In a statement issued to The Drum, a spokesperson for Unilever explained that the pitch was for a project to market the deodorant brand but stated that BBH would remain as lead agency.

“We can confirm that Axe has invited agencies to pitch for a project. BBH remains Axe's lead agency. As many times before, we rely on a balance of long term agency relationships and fresh insight for specific projects, to get the best results for Axe," the spokesperson explained.

The agency has held the account since 1995 when the brand was known as Lynx in the UK, which led to the creation of 'The Axe Effect' positioning as a confidence raising tool.

Meanwhile, in September, the agency's creative directors for Axe, Gary McCreadie and Wesley Hawes, moved to become Whybin\TBWA’s new executive creative directors in Sydney.

Meanwhile, another BBH client. Johnny Walker, surprised the industry by calling a global creative pitch.

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Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze, Richard Curtis and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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