Unilever’s Axe Adds Amp to Promotions Roster

BOSTON Axe has hired Amp as the deodorant spray marketer’s lead African American promotional agency.

“We are thrilled to have Amp join the Axe team,” said David Rubin, Unilever brand development director at the client, in a statement. “African American guys represent an important category of Axe consumers and we’re looking forward to connecting with these guys in more meaningful ways. Amp’s record of creative programs made it the [best] choice for the Axe brand.”

Boston-based Amp will provide strategic counsel to Axe on marketing and promotional efforts. The shop will also work on consumer research assignments. Spending was not disclosed.

“We are extremely excited to have been chosen as the African American agency of record for the Axe brand,” said Tru Pettigrew, senior vice president of multicultural marketing at Amp, in a statement. “Axe has clearly established itself as a leader in a very competitive market with impressive growth in the male grooming category. This is an important partnership for Amp and we look forward to building the brand’s efforts.”

Amp is a division of Alloy Media + Marketing in New York. The agency’s client list includes Subway, Rite Aid, Dove, Maybelline and New Balance, among others.

Last year, Unilever’s Axe spent $25 million on ads, and it has alredy spent that much so far in 2005, per Nielsen Monitor-Plus. Publicis Groupe-backed Bartle Bogle Hegarty is the lead agency on Axe.