Unilever Bestfoods has consolidated its pan-European advertising business for savoury food brand Knorr into J Walter Thompson following a strategic review of its agencies across the continent. The business is understood to be worth about &£20m.
The move follows a review of the business, which was split between JWT and DDB London. JWT has added 18 countries to the eight it handles in the region. These include, from January 1, key markets such as the UK, Italy, France, Spain, Russia and Poland. It also handles the brand in Asia-Pacific and Latin America. DDB will continue to handle Knorr across North America, the Middle East, Africa and Australasia.
Unilever sees Knorr as one of the power brands in its food business. It has brought sub-brands such as Ragu under the banner in a bid to grow the brand globally.
The business was split between the JWT and DDB London in 2001 after a major review of Unilever’s food brands following the acquisition of Bestfoods (MW June 8, 2000).