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BBH adds digital to Axe Europe duties.(contracts of Bartle Bogle Hegarty and Unilever Group)(Brief article)
Unilever has appointed Bartle Bogle Hegarty as its lead creative and strategic digital agency across Europe for the Lynx/Axe brand.
The win is the first digital project won by the agency following a pitch against an undisclosed shortlist of specialist digital shops. It marks the first time that Unilever has embarked on a unified strategy for Lynx/Axe across Europe.
The appointment will come as a blow to Dare, which has handled a number of high-profile digital projects for the Lynx brand in recent years, and in which BBH holds a minority stake. Dare did not pitch for the brief.
BBH has handled the above-the-line advertising for the Lynx brand since 1995. Its most recent campaigns for the deodorant include 'click', which starred Ben Affleck, and 'billions', in which countless bikini-clad women are ...
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