Linial DDB Needham will participate in preparing Knorr's annual ad campaign for Europe, the Middle East and Africa, DDB's regional management decided at its meeting in Cyprus last week. The decision is a breakthrough for the agency, which will participate in the corporation's international activities for the first time.
In addition to the Israeli agency, the special DDB strategic and creative team for the Knorr brand in the coming years will include representatives from DDB agencies in the UK, France, Italy and Spain. These agencies were chosen from among DDB's 50 agencies in the region.
Knorr is one of Unilever's flagship brands, alongside Lipton (handled by J. Walter Thompson [JWT]). DDB won the Knorr account, estimated to be worth several hundred million dollars, several months ago in a Unilever tender in which JWT, BBDO and Ogilvy & Mather also participated.
Linial DDB Needham will retain the Knorr Israel account, even though the account of Israel Edible Products (Tami) - Bestfoods (which represents Unilever food products in Israel) was awarded to Bauman-Ber-Rivnay two months ago.
The Knorr Israel account, worth $2.5 million, has been handled by Linial DDB Needham since 1994.
Published by Israel's Business Arena on 27 November 2001
Smadar Hirsch