Unilever moves Ragu's 2m [pounds sterling] brief to BMP DDB.(Brief Article)

Unilever Bestfoods has extended its relationship with BMP DDB by appointing the agency to handle its Ragu sauce brand.

Moving the business out of Ogilvy & Mather marks the final stage of a "tidying up" operation begun a year ago by the FMCG giant in the wake of a major agency realignment.

It also a signal of the company's intent to build Ragu into a more potent competitor to the Mars-owned Dolmio, which attracts four times the level of advertising support.

Industry sources do not interpret the switch of the 2 million [pounds sterling] account as a reflection on O&M, although they acknowledge that there has been a history of less than brilliant …