Impulse picks Droga5 London for global creative brief

Impulse has picked Droga5 London to handle its global creative account after a competitive pitch.

Impulse: a new global campaign is expected to break in 2017
Impulse: a new global campaign is expected to break in 2017

Campaign first reported on the pitch for the Unilever-owned body spray’s creative account in May. There was no intermediary used in the process.

Ponce, the Argentinean agency, was the incumbent on the account, and unsuccessfully re-pitched. David also pitched for the business.

Droga5 London is now tasked with working with Impulse’s in-house team to create a campaign spanning TV, social and print.

The media spend is yet to be determined for the campaign, which is expected to break in 2017.

Impulse is sold in Argentina, Australia and Across Europe. In 1998 the brand became the first in the UK to air an ad that featured an openly gay couple. Ogilvy & Mather created the spot.

Eugenia Zalis, the global brand vice-president at Unilever, said: "It’s an honour to partner with such a prestigious creative agency such as Droga5 in our quest to have millennials fall in love with Impulse again.

"The brand is undergoing an exciting new global relaunch and we are confident that we have now found the ideal partner to help us communicate this to girls all over the world."

Earlier this month, Droga5 announced that it had hired David Kolbusz, the joint executive creative director at Wieden & Kennedy New York, as the London office’s new chief creative officer.

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