Unilever hands global Wall's account to DDB

Unilever has appointed DDB to be the global creative agency for its Wall's ice cream brand, following a pitch led by Adam & Eve/DDB.

Wall's ice cream: 'goodbye serious' by A&E/DDB
Wall's ice cream: 'goodbye serious' by A&E/DDB

A&E/DDB, which already handled the business in Europe, pitched against Lowe & Partners for the business. Lowe handled the brand in South-East Asia and Latin America and its Madrid office Lola led its pitch.

The DDB agencies DM9 in Brazil and Tribal in Singapore assisted A&E/DDB in the pitch.

This summer, A&E/DDB launched a new positioning for the Wall’s ice cream brand in the UK based around "goodbye serious".

Ian Maskell, the vice-president, global brand development Wall’s & desserts at Unilever, said: "The agency have done a great job with Wall’s over the last year and we see the opportunity to streamline efforts behind bigger, more powerful and single-minded communication across the totality of the Wall’s brand."

According to Unilever, Wall’s has a global turnover in excess of €2 billion (£1.6 billion).

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

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