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Unilever Seeks Hellmann's Ideas

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Unilever Bestfoods has reached beyond incumbent Lowe to get strategic ideas on its Hellmann's brand for North America and Latin America, sources said. Besides IPG's Lowe, the client has solicited ideas from fellow Unilever shops McCann-Erickson and WPP's Ogilvy & Mather, said sources. IPG's McCann, however, is no longer in the picture. Spending on Hellmann's totaled about $15 million last year, according to TNS Media Intelligence/CMR. Lowe and Ogilvy declined comment, and the client could not be reached.