The win was BBH's first solo digital pitch and was won after a shootout against a list of undisclosed digital agencies. On previous digital pitches, BBH has worked with Dare, in which it owns 25% stake. It has worked with Dare on a number of other projects, but Lynx will not be one of them.
This appointment means that digital creative for the Lynx brand, known as Axe in mainland Europe and the US, will now sit in the same agency as its print and broadcast advertising.
The move is a major step forward for the shop becoming known as a digital agency, in addition to traditional advertising.
John O'Keeffe, executive creative director of BBH London, said: "A couple of years ago, we might have been at a disadvantage in a pitch like this, simply for lack of having the digital craft skills in-house. We now have that capability: whereupon this, and any other digital pitch for that matter, comes down to the same question that decides any such process: who has the best idea?"
BBH has staff with digital experience integrated into various departments including creative, content and engagement planning. The pitch team was led by Rosie Arnold, creative director on Lynx. In the past, Unilever has used a roster of agencies for its European digital work.
BBH has handled the above-the-line activity for Lynx since 1995. This year, the agency produced "click" starring Ben Affleck and the "spray more, get more" film showing hundreds of girls in bikinis running towards a guy spraying himself liberally with Lynx.
Chris Barron, European brand manager for Lynx/Axe, said: "Digital is a hugely important part of our consumers' lives and we're reflecting this in our ongoing strategy. We want to engage guys with content that's relevant and entertaining. BBH's digital pitch gives us the opportunity to make this a reality -- a strong idea that plugs brilliantly into the online world."
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