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72andSunny Amsterdam wins lead role on Axe

MDC Partners-owned 72andSunny Amsterdam, has added another feather to its well-stuffed cap, Unilever’s flagship Axe brand.

Axe (known as Lynx in the UK and some other markets) has been with BBH for the past decade or so. In the process the agency made enough of an impression on then Unilever Personal Care boss Dave Lewis to land Tesco without a pitch when he moved to the troubled retailer.

Times change, though, and Unilever announced at the end of last year that it was reviewing Axe.

Axe senior VP Pablo Gazzera says: “We rely on a balance of long term agency relationships and fresh insight on specific projects to get the best results for Axe – and we are delighted to welcome the team from 72andSunny Amsterdam to work on the brand. They have a proven track-record, and we have no doubt that they will deliver fantastic results for Axe.”

So other agencies, presumably including BBH, are still in with a chance it seems but 72and Sunny looks to be firmly in the driving seat. The agency, an offshoot of 72andSunny in LA (hence the name) has won a deserved reputation for bright work on clients including Amnesty International, Benetton, Google Samsung and Smirnoff.

72andSunny ECD Carlo Cavallone says: “Axe is a legendary brand which has consistently impacted culture. As men and manliness change and progress, Axe will be at the forefront of the next evolution. We’re very excited to be at their side.”

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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