Accounts in Review: Axe Goes Off Roster for Big Global Assignment

Unilever went outside the family in its selection of 72andSunny to refresh Axe's global strategic positioning. The agency hasn't worked for Unilever before but pitched ideas that Axe's marketing leaders liked and performed well in testing after the pitch. The marketer certainly had a lot of ideas chose from, with roster shops Bartle Bogle Hegarty, Lowe Ponce and R/GA all pitching as well as another outsider: 180.

In other news, as CarMax heads into the home stretch of its media search, Adweek has unearthed the finalists: OMD, Horizon Media and Vizeum. The prize is $60 million in annual media spending. The winner will take on business that previously was handled in-house.

1

Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December

2

Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide; Kmart: FCB, Havas Media
Contenders: Teams from Dentsu, Interpublic, WPP, Publicis Groupe
Completion: May

3

JCPenney: Media

Media spend: $430 million
Incumbent: OMD
Contenders: Incumbent, undisclosed others
Completion: January

4

U.S. Army: Creative, Media

Media spend: $180 million
Incumbents: McCann Erickson, UM
Contenders: Incumbents, others to be determined
Completion: March 2016

5

Scotts Miracle-Gro: Media

Media spend: $80 million
Incumbent: MEC, Active International
Contenders: Three undislosed shops
Consultant: Pile + Co.
Completion: March
 

 

6

CarMax: Media

Media spend: $60 million
Incumbent: In-house
Contenders: Horizon Media, OMD, Vizeum
Completion: February

7

Acer: Global Creative

Media spend: $50 million
Incumbent: Mother
Contenders: DDB, Grey, Saatchi & Saatchi, Dentsu
Consultant: Roth Observatory International
Completion: February

 

8

Axe: Global strategy

Media spend: $30 million
Incumbent: Bartle Bogle Hegarty
Contenders: Incumbent, R/GA, Lowe Ponce, 180, 72andSunny
Awarded to 72andSunny