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.