JWT Sydney has secured the Dove Australia digital business after a pitch process with the agency now responsible for digital duties of the brands’ deodorants, hair care and skincare products.
JWT’s responsibilities will also including the “localization” of the Unilever brand’s global 2013 strategy, development and implementation of its content strategy and will also manage all Dove owned channels.
The win follows the agency’s appointment to the Patak’s business which JWT was keen to point out as “another local win”.
In September John Gutteridge, chief executive of JWT Australasia, told B&T he was focused on adding local clients to the agency’s portfolio.
At the time he said: “The shift is from being reliant on global pitches and global alignments to actually being accountable locally or more accountable for how the business performs.”
The Dove adds to the Unilever accounts JWT already holds which includes Toni & Guy, Clear and Sunsilk.
Gutteridge said: “We’ve had a great year with the Unilever team; there's an incredible chemistry between us, which will always bring out the best work in everyone. So naturally, we can't wait to get stuck into such an iconic brand as Dove with the Unilever brand team next year.”
Lana Taylor, marketing manager at Unilever, added: “We appointed JWT based on their strong digital creative capability and enthusiasm for the brands they work on, as demonstrated by their work with the hair care team.”
The Dove brand made waves earlier this year with its 'Dove ad makeover' Facebook app which allowed Facebook users to replace existing ads on their page with positive ads from Dove.