BBH Prevails for Unilever’s Omo

NEW YORK Unilever today said it has awarded global strategic and creative duties for its Omo detergent to Publicis Groupe-backed Bartle Bogle Hegarty following a review. Billings are estimated at $250 million.

London-based BBH won the $100 million British Airways account on Tuesday [Adweek Online, Oct. 11].

BBH competed for Omo against WPP Group’s JWT and Interpublic Group’s Lowe.

Previously, the Omo business was split between Lowe and JWT, with the former handling roughly two-thirds to the latter’s one-third.

Keith Weed, Unilever’s group vice president for global home care, said in a statement, “BBH offered the greatest strategic insight, creativity and vision for the future of the brand.”

Lowe retains chores for Omo in some markets, including Africa, Asia, Latin America and the Caribbean, but will now work in tandem with BBH.

By consolidating most duties at a single agency, Unilever aims to market the brand under a single strategic concept, which is encapsulated in the line, “Dirt is good.” Omo, however, goes by different names in different regions of the world. In Latin America, it’s known as Ala; in the U.K and Ireland, it’s Persil; and in other parts of Europe, it’s Skip.

The agencies could not immediately be reached. The review was managed by The Haystack Group, a London consultancy.