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Unilever's existing roster shops on Axe remain in place—including Bartle Bogle Hegarty, Lowe Ponce and R/GA—but newcomer 72andSunny is taking on a significant role.
72andSunny's Amsterdam, The Netherlands, office will focus on redefining the brand's global strategic positioning, according to sources. As such, its work will become a blueprint of sorts on how the brand markets itself around the world.
Historically, that role has been held by Bartle Bogle Hegarty, which has worked on Axe (and Lynx, as it's called in the U.K.)
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