This move is set to simplify Unilever's brand development of Impulse and from January it will be supported as a global brand driven by the team based in Buenos Aires.
The team will develop and roll out the creative strategy to the key markets for Impulse -- the UK, South Africa, Ireland, Argentina and Australia. It will become the sole agency on the brand and BBH London will cease to work on Impulse completely.
VOP, which is 49% owned by Lowe, was the agency behind the "sprinkler" ad for Lynx Dry, also owned by Unilever.
BBH, which handled the account for the UK only, has been told the decision in no way reflects the quality of work created by the brand development team and that the work created by BBH in London has been excellent.
Impulse will continue to be supported by the local national marketing and customer development teams, outside of the UK, South Africa, Ireland, Argentina and Australia.
BBH has been the incumbent on Impulse since 2001 when it snatched the account from Ogilvy & Mather. Its most most recent execution was "tease" in May this year, in which a man follows the Impulse trail of different women who tease him by spraying Impulse into the air until he falls into the sea.
Unilever awarded the digital marketing account for Impulse to Agency Republic in November.
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This article was first published on brandrepublic.com