Unilever Moves Caress From BBDO to JWT

NEW YORK Unilever is shifting U.S. creative duties on its Caress brand from BBDO to J. Walter Thompson, JWT confirmed. Billings are estimated at $25-30 million.

The shift occurred after a series of strategic and creative meetings between the client and the New York offices of Omnicom’s BBDO and WPP’s JWT, said sources. JWT already handles two other Unilever soap brands: Lux and Lever 2000.

Since 2000, annual major media spending on Caress has fluctuated between $25 million and $40 million, according to TNS Media Intelligence/CMR. Last year, the client spent nearly $30 million on the brand, and this year, through October, spending was around $15 million.