Between the Lines: Consolidation over creative

The shift of Hellmann's pan-European advertising account from Lowe into Ogilvy & Mather is a pity (page 4).

Lowe has been producing category-leading creative on the brand under the strapline "you know the big dollop's right", but this hasn't been enough.

Unilever's urge to consolidate in this instance appears to outweigh its desire to back strong creative work.