At a meeting with agency managers this week, Braun chiefs are said to have called for more cut-through creative work if the business is to stay.
Its loss would be a massive blow to Lowe London, from where the global account is run. Braun is one of its five top pieces of business, generating revenues of £3m a year.
It is unclear whether or not Gillette would invite other networks to pitch if Lowe fails to deliver or if it would consolidate Braun within BBDO, which already handles Braun's Oral B range.
Nobody at Gillette was available for comment as Campaign went to press but sources close to the company said recent management changes within Braun's marketing department were likely to lead to different approaches to advertising and agencies.
Matthew Bull, recently appointed as Lowe's chief executive in London with a brief to halt a string of account losses and boost its new business, confirmed the agency had met with Braun but had been given no indication that the account would be reviewed.
"We have a new team on board and so have they," he said. "We've been told there are things we have to work on and it's up to us to get it right." Braun is understood not to have imposed a time limit for its requirements to be met.
Lowe handles creative work for Braun almost every everywhere except Japan, one of the largest markets for electric razors worldwide.
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