HHCL swipes Sure for Men project

Unilever has awarded HHCL & Partners the task of creating a commercial for its Sure for Men brand, dealing a further blow to its main agency, Lowe Lintas & Partners.

Unilever has awarded HHCL & Partners the task of creating a

commercial for its Sure for Men brand, dealing a further blow to its

main agency, Lowe Lintas & Partners.



The news follows the revelation that Unilever, the world’s

second-largest advertiser, has centralised its European culinary

products into J. Walter Thompson - a move that marks a review out of

Lowe Lintas in some European markets (Campaign, 21 January).



However, Lowe Lintas retains overall responsibility for Sure and is in

the process of developing new work for the Elida Faberge brand.



Steve Miles, the brand development director of Elida Faberge UK, denied

that the decision reflects badly on Lowe Lintas.



’This comes at the tail-end of a Unilever/APL relationship. Now there is

a Unilever/Lowe Lintas relationship, which is very good. It’s just

unfortunate timing,’ he explained.



The appointment is the result of secret talks between HHCL and Elida

Faberge, which predate last autumn’s merger of the Lowe and Lintas

networks.



Miles said: ’The decision was based on strategic and creative work

produced by HHCL in 1998 and 1999 on an NPD project initially unrelated

to Sure for Men.



’We will continue working with HHCL and Lowe Lintas on the strategy for

Sure for Men and we expect to make a longer-term decision mid-year,’

Miles added.



Elida Faberge last launched advertising for Sure for Men in

mid-1998.



The campaign starred the celebrity, Jonathan Ross, and was created by

APL in London.



The latest work, ’factory’, developed by HHCL, is expected to break in

the middle of this year. It is understood to have researched favourably

with consumers.



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