Lowe back on alert as Braun prepares £40m global review

The £40 million global Braun account is being reviewed out of the Lowe agency in London after what is believed to have been a last-minute volte-face by the boss of the Gillette-owned electric shaver brand.

Lowe senior managers are understood to have been assured in the middle of last month that the agency had done enough to keep the business, opening the way for fee negotiations to take place for the coming year.

However, Eric Armour, Braun's newly appointed president, is said to have had an 11th-hour change of heart and decided to put the business out to pitch.

The decision is expected to result in Lowe going head to head with BBDO, which already handles Braun's Oral B dental range, in a contest for the account.

Braun refused to confirm or deny a pitch was taking place.