Chemistry wins Lever Faberge's Dove direct business

LONDON - Lever Faberge has appointed the direct marketing agency Chemistry to the majority of its below-the-line business across its Timotei and Dove brands in the UK.

The agency picked up all of the below-the-line work for Timotei and for the Dove portfolio of skincare and washing products following a pitch among Unilever roster agencies.

The Omnicom-owned Craik Jones Watson Mitchell Voelkel, which handles Surf washing powder for Unilever, won Dove's haircare products.

Chemistry also works on Bertolli, Cif cleaning products and Domestos. The agency's experience in sales promotion is said to have played an influential part in the decision.

The pitch kicked off in the summer and other Unilever roster agencies, including EHS Brann and Claydon Heeley Jones Mason, were also involved. It was overseen by Dominic Traynor, who joined as the relationship marketing manager for Lever Faberge in January 2004.

The review is part of a continued rationalisation of the company's direct roster and follows a review of the Persil account. The business moved out of Proximity, its direct agency of six years, and into Tullo Marshall Warren and Tequila\London.

Dove's direct account is handled at an international level by OgilvyOne Worldwide, and its advertising is held by Ogilvy & Mather, which developed the "supermodels" print campaign for its firming products, featuring curvy women.

Timotei has previously concentrated on above-the-line activity, which is handled by J Walter Thompson.

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