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Unilever has shifted regional creative duties on its Flora/Becel line of food spreads to DDB after a review, the Omnicom Group agency has confirmed.
DDB will handle duties in North America, where the brand name is either Becel (Canada) or Promise (U.S.), and Europe, where it’s known as Flora. The assignment also includes Flora Pro.Activ spreads, milk and yogurt, DDB said. he shop’s office in London will manage the business.
Billings were not disclosed, but one source estimated that the brand’s major media spending in the two regions may reach $100 million next year.
The incumbent, Publicis Groupe-backed Bartle Bogle Hegarty, also participated in the review, which lasted several months.
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