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Unilever has given Bartle Bogle Hegarty a vote of confidence by

picking the agency to handle creative work on the £13 million

global launch of a new Lynx fragrance.

The appointment marks a break from the company's usual practice of

assigning what has become an annual task to the Lowe Lintas group.

Lowe Lintas offices in Paris and Buenos Aires have historically produced

the work, mainly for Europe - where the Lynx brand is known as Axe - and

South America.

Now, after a two-way pitch, the work will be produced by BBH in

London.

Gwyn Jones, the agency's managing director, said: "This is a very

welcome extra assignment for us and one that's traditionally been beyond

our reach. We're cock-a-hoop about it."

The name of the fragrance is under wraps but will be launched via a TV,

print and digital campaign next year.

The global assignment will be seen as a reward for BBH's acclaimed work

on Lynx since it was awarded the brand in 1995. It has produced ads for

deodorant, haircare and shaving products under the Lynx name. Earlier

this month, the agency's "ideal woman" commercial won the gold award for

creativity at Unilever's annual awards for brand communication contested

by the company's roster agencies worldwide.