Axe reviews global digital advertising

LONDON - Unilever has called a review of the global digital roster for Axe, sold as Lynx in the UK, Ireland and Australia. digital review digital review

The FMCG giant has put together a shortlist of agencies, which includes a mixture of advertising, direct marketing, digital, London-based and international shops.

It is not yet known whether the successful agencies will pitch for new projects in different markets, or against each other for existing pieces of business.

However, the review is not expected to affect existing pan-European agency relationships. 

In January 2007, Bartle Bogle Hegarty won the European digital creative account for Lynx.

The brand also works with AKQA, which was appointed to the global Unilever roster in October 2007, and Agency Republic, which landed a digital brief in May 2006 to promote Lynx shower gels.