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
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,’
Elida Faberge last launched advertising for Sure for Men in
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