Unilever to overhaul Flora strategy

Unilever is looking to overhaul the advertising strategy for its Flora brand, after calling a review of its advertising agencies.

Flora
Flora calls ad agency review

It is thought that the pitch process signals a shift in strategy for the brand.

Flora’s advertising account is currently held by DDB, which won the account from BBH in 2009.

DDB/Adam & Eve is expected will repitch for the account against TBWA.

A Unilever spokeseprson says: “We can confirm that we are conducting a review of the creative agency services for our Flora brand in the UK. This is in line with our policy to review agency appointments every few years. We will announce the outcome in due course.”

Recent activity has included a TV campaign starring TV presenter Vernon Kay and his mother Gladys designed to highlight the brand’s heart health message.

Its Flora Pro.Activ brand has also extended a partnership with British Heart Foundation as part of a £3m campaign targeting women to raise awareness of heart disease.

As part of the partnership, Unilever will donate £750,000 to fund the British Heart Foundation’s research into treating and preventing heart disease.

Recommended

Mark Ritson
2 Comments

Brand equity is dead. Long live Aldi!

Mark Ritson

The truly challenging aspect of the recession currently engulfing us is not its depth. It’s the width. Despite the forlorn hopes of politicians and economists, there is no upturn in sight. The Olympics bubble has inflated and deflated to leave us back where we started the year.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now