CHICAGO: Unilever is reviewing its multimillion-dollar US Dove PR account out of New York-based M Booth & Associates, its AOR of nine years.
The review comes amidst a broader agency reshuffle at the Anglo-Dutch soaps-to-soups giant in which Edelman and Weber Shandwick Worldwide have been big winners recently. Both firms were among a shortlist of four angling for the account.
Michelle Holland, Unilever's US PR director for home and personal-care brands, said, "Dove is one of our global master brands, and we continue to look for better ways to communicate it."
Dove is among the lynchpins of Unilever's five-year "Path to Growth" strategy: culling low-performing brands and plowing the savings into the aggressive extension of core brands.
Recently, Dove has been stretched to skin-care and deodorant products, stealing share in those areas from P&G.
M Booth, which orchestrated Dove's recent "Beautiful underarm" deodorant contest, continues to handle PR for Unilever's Lever 2000, Suave, and I Can't Believe It's Not Butter brands.