Unilever Moves Detergent Brand to BBH

NEW YORK Unilever has shifted U.S. creative duties on its estimated $15-20 million All detergent account from Lowe to Bartle Bogle Hegarty, sources said.

The shift between New York agencies occurred without a review, and flowed from the client’s decision in December to move pan-European duties on sibling brand Surf from Lowe’s London office to BBH in London, according to sources. (All is marketed as Surf in Europe.) The pan-European business has billings of about $15 million.

Interpublic Group’s Lowe, which still handles Unilever’s Wisk and Snuggle, declined comment and BBH, which is 49 percent owned by Publicis Groupe, did not return calls. The U.S. client could not immediately be reached.

Lowe’s most recent work featured a real-life butler who drolly tends to the needs of rich people.

Other Unilever brands that BBH handles include Axe and Bertolli. Axe and All are part of the client’s Home and personal care division in Greenwich, Conn.