LONDON Unilever has consolidated global advertising duties for its detergent brand Surf at Publicis Groupe-backed Bartle Bogle Hegarty, which already handled strategic and creative responsibilities on Surf in Europe and Latin America since 2003.
As of May 1, BBH added Surf advertising in the Philippines, Vietnam, South Africa and Turkey, regions that were previously managed by IPG's Lowe. A Unilever rep declined to disclose global advertising spending for the brand.
The account will be coordinated out of BBH's London office in conjunction with regional offices in Singapore and Sao Paulo, Brazil, and a partnership with The Hardy Boys in South Africa.
Unilever said it would continue to work with Lowe on several brands in the laundry category, and, in other product categories: Cif, Domestos, Clear, Rexona, Knorr and Magnum.
"This choice was far from easy to make and I would like to thank Lowe for their hard work on Surf," Keith Weed, Unilever's evp, laundry, home care and hygiene, said in a statement. "I am excited about the prospect of working with BBH going forward and achieving global alignment for the Surf brand."