£15m Hellmann’s remains at Lowe after O&M wrangle

Unilever is understood to have performed a U-turn by handing its £15m pan-European Hellmann’s Mayonnaise business back to Lowe, just two months after seeking to shift the business into Ogilvy & Mather.

Unilever is understood to have performed a U-turn by handing its &£15m pan-European Hellmann’s Mayonnaise business back to Lowe, just two months after seeking to shift the business into Ogilvy & Mather.

O&M was set to take over the brand – which it has worked on in North America since 2003, after winning the account from Lowe – at the beginning of this year (MW November 10, 2005). But it is understood a contractual wrangle has led to the company changing its mind and deciding to leave the business with Lowe.

The Hellmann’s Mayonnaise account is worth about &£6.5m in the UK. The most recent television ads for the brand feature a fat man and the strapline “You know the big dollop’s right”.

The news will come as a relief to Lowe London, which was left reeling by the return of founder Sir Frank Lowe to the industry in December. His start-up snatched the flagship &£45m Tesco creative account from Lowe London, as well as persuading chairman Paul Weinberger to join its ranks.

Unilever denies it was planning to move the Hellmann’s Mayonnaise account into O&M and says it will continue to work with Lowe. O&M refused to comment and no one at Lowe was available as Marketing Week went to press.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here