Unilever moves £15m pan-European Hellmann's account into O&M

Unilever is shifting its £15 million pan-European Hellmann's mayonnaise brand out of Lowe and into Ogilvy & Mather.

O&M, which has handled the brand in North America since 2003, will take over the business at the beginning of 2006.

Lowe handles the £6.5 million business in the UK and most of Europe.

Its ads encourage consumers to serve themselves "big dollops" of the product.

This move comes just weeks after Unilever announced a pan-European review of its £20 million Knorr account, shared by JWT and DDB.

Unilever and Lowe denied the move.

- Comment, page 48.

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