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NEW YORK Unilever has shifted U.S. and Canadian creative duties on its Promise line of spreads to Bartle Bogle Hegarty, consolidating most of the brand’s global business at a single shop.
Interpublic Group’s McCann Erickson in New York had handled U.S. duties and WPP Group’s Ogilvy & Mather in Toronto had the brand in Canada, where it is called Becel. The shifts, which occurred without a review, were designed to achieve “efficiency within our North American business in the area of heart healthy spreads,” a client representative said.
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