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Unilever Axe Johnnie Walker

Unilever confirms Axe pitch but underlines BBH relationship


By Stephen Lepitak | -

November 12, 2014 | 2 min read

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.

Unilever Axe Johnnie Walker

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Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New York, Singapore, Shanghai, Mumbai, Stockholm and Los Angeles and employs more than 1000 staff worldwide.

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