TMW to handle DM for Vaseline range

Tullo Marshall Warren has strengthened its place on Unilever's direct marketing roster, with its appointment to handle the Vaseline Intensive Care portfolio of products.

The agency has been briefed to devise a customer loyalty scheme for the skincare range as part of a re-investment in the brand. The business is thought to be worth around £1 million.

TMW pitched against fellow Unilever roster agencies including Craik Jones Watson Mitchell Voelkel and Chemistry. It already handles the FMCG giant's Comfort fabric conditioner account.

The appointment comes as Unilever kicks off a review of its direct and digital roster under its head of direct communications and new media, Rachel Bristow (Campaign, 14 April). The company wants to axe some of the 23 agencies it uses for digital and DM.

Last week, Unilever awarded its Hellmann's Extra Light Mayonnaise DM business to Craik Jones.

Vaseline Intensive Care's £30 million global ad account is handled by Bartle Bogle Hegarty. The agency won the business from McCann Erickson last September.