Unilever has consolidated its $100m (£48.8m) global advertising account for the Signal toothpaste brand into Lowe Worldwide, without a pitch, relieving Bartle Bogle Hegarty of the European account.

The European business, which is estimated to be worth around $40m in terms of billings, will move out of BBH as part of a global realignment of the brand. BBH has handled the European account since 2004.
Lowe already handles creative duties for the Signal brand in Asia, Africa and Latin America.
The move has been credited to a four-strong team from Lowe, including Tony Wright, worldwide chairman for Lowe, and Jean-Louis Roche, chief executive of Lola in Madrid, Lowe’s Spanish ad agency.
The team was completed by Fernado Vega Olmos, global creative director at Lowe, and Richard Kelly, global planning director.
Sebastian Lazell, Unilever’s senior vice-president for oral care, said: “Our global brands are being run in an ever more coordinated way and a single agency realignment will obviously help.
“We greatly value the relationship with BBH on Signal in the recent past but for the future we want to consolidate the business into one global communications partner and given Lowe’s extensive geographical coverage and experience of our Signal business globally, Lowe were the obvious choice.”
Signal is also the umbrella brand for a number of other brands including Pepsodent, Aim, Zhonghia and Pf.

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