UNILEVER AWARDS PEARS BY SUAVE DIRECT MARKETING TO VBDI
By Adnews Staff
Unilever Canada has assigned direct marketing responsibilities for its Pears by Suave haircare line to Vickers & Benson Direct and Interactive. VBDI was one of two agencies vying for the business, according to Rob Candelino, brand manager for Pears by Suave. Previously there has been no direct marketing for the brand. Unilever has been using Warwick Public Relations and Arnold Brand Promotions for the past year for public relations and promotion of Pears by Suave. Warwick, Arnold Brand Promotions and VBDI are all operating divisions of Vickers & Benson Arnold Inc. According to Candelino, the brand's relationship with Warwick and Arnold Brand Promotions was a factor in the decision to send the direct marketing portion of the account to VBDI. The agency will immediately begin working on its first project for the line, which will include a direct-to-consumer campaign. According to the company, the account brings the total value of new business for Vickers & Benson Arnold in the past ten months to approximately $50 million. Other new clients include Audi, Reckitt Benckiser, Royal Caribbean Cruise Lines, Royal LePage and Wine Rack.