Unilever turns to non-roster agencies for global Axe pitch

Unilever is inviting roster and non-roster agencies to pitch for a global Axe brief.

Axe campaign: 'Make love not war' by BBH London
Axe campaign: 'Make love not war' by BBH London

Unilever's roster agencies for Axe, which includes Bartle Bogle Hegarty London, R/GA London and Ponce, have been invited to pitch alongside non-roster agencies, in a unusual move for the brand.

None of Axe's existing agencies will be affected by the outcome of the pitch. A spokesman for Unilever confirmed that BBH will remain Axe’s lead global creative agency.

In a statement the spokesman said: "We can confirm that Axe has invited agencies to pitch for a project. BBH remains Axe's lead agency.

"As many times before, we rely on a balance of long term agency relationships and fresh insight for specific projects, to get the best results for Axe."