By Arun Sudhaman
NEW YORK: Vaseline has called for its key marketing agencies to present ideas as the Unilever skin care brand determines which one will lead its social media strategy.
The Holmes Report understands that the review pits the brand’s agencies from different disciplines against each other. Vaseline works with Edelman on PR, BBH for advertising, MindShare for media, and OgilvyOne for digital.
The development is the latest indication that clients are unsure of which type of agency should take charge of their social media plans. “Who can help them address what they want to address?” said one source involved in the review. “They want somebody to lead.”
Vaseline previously named OgilvyOne as its global digital agency, in early 2007. It is understood that agencies presented social media ideas in New York last week.
A Unilever spokesperson declined to comment.