Mustoe Merriman nets Radion project work

Mustoe Merriman Herring Levy has won an assignment to handle Lever Brothers soap powder Radion, previously held by Ogilvy & Mather.

The brand has been without a UK agency since O&M lost 15m-worth of international laundry detergent business in August this year (MW August 6).

At the time, Unilever realigned the bulk of the business into two of its roster agencies, Ammirati Puris Lintas and J Walter Thompson.

O&M was to continue working on the Surf brand in the US and other Unilever categories, including skincare and fabric conditioners.

A spokeswoman for Unilever says: “Mustoe Merriman came up with a good idea for a TV ad.”

She claims that Mustoe Merriman will not be the new roster agency for the 3m Radion business, but says Unilever may continue to use it for specific projects.

The spokeswoman adds: “The situation is under review and we will be making a decision before the end of the year.”

The current 30-second black and white ad, called David’s Mum, features a young man who wakes up to find a leaving note from his mother with a pile of dirty laundry – only his favourite shirt is newly-washed in Radion Sunfresh soap powder.


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