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The account will cover the Persil laundry brand and Omo (as the product is known outside the UK).

Also pitching were Bartle Bogle Hegarty, Tribal DDB and Agency Republic.

OgilvyOne already handles other Unilever brands including Vaseline, Flora, Hellman's and Dove.

Last September, it created a major television campaign and online push for Comfort. Based on soft fabric characters, The ClothWorld Crew, digital elements included a branded single available to download through iTunes and profile pages on MySpace.