BBH Adds Promise

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.

Billings on the business, which will be handled by BBH’s New York office, are estimated at $20 million. In the U.S. alone last year, major media spending on Promise was around $15 million, according to Nielsen Monitor-Plus.

BBH already handled the brand in Europe, where it’s called Flora, and parts of the Asia-Pacific region, where it’s marketed as either Flora or Becel. IPG’s Lowe advertises it in Latin America and other parts of Asia, according to the rep.