SCA Hygiene Products appoints BBH to £50m pan-European business

SCA Hygiene Products has appointed Bartle Bogle Hegarty to its £50 million pan-European creative account after it pitched against a number of undisclosed UK and European creative agencies.

BBH has picked up the business for SCA's feminine protection product range, which includes Bodyform and Libresse in the UK.

The pitch was run out of SCA's Copenhagen office by Helle Dahlgren, the marketing manager for the company's feminine and incontinence products portfolio.

SCA, which competes against the likes of Procter & Gamble and Kimberly-Clark, spends £11 million in the UK across its portfolio, according to Nielsen Media Research figures.

Following the pitch it is understood the company intends to increase its spend on its feminine and incontinence products alone to £12 million in the UK.

It is unclear what effect the result will have on Roose, which created the iconic "whoa, Bodyform" jingle. It is the UK incumbent on both Tena and Bodyform.

SCA's Velvet account was moved out of Roose and awarded to Publicis a year ago following a competitive pitch. However, the agency had to resign the account when it secured a place on P&G's roster two months later.

As a result of the conflict, the account, which was not included in the review, was moved to the Publicis Groupe's subsidiary, Fallon.

Last month, SCA UK added Craik Jones Watson Mitchell Voelkel to its roster following a four-way pitch.

The agency joined the incumbent, Chemistry, and the two will now work to develop below-the-line activity for both the Velvet Toilet Tissue and Bodyform brands in 2004.

The two agencies saw off competition from EHS Brann and Proximity London to land the accounts.

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