Krow scoops place on Unilever roster with Elmlea brief

Campaign 20-Oct-06

Krow, the agency founded a year ago by Barry Cook, Nick Hastings, Malcolm White and John Quarrey, has won a coveted place on the Unilever roster with the brief to handle the £3.5 million integrated Elmlea account.

Krow triumphed in a pitch against one unnamed agency to secure the
business. The agency has been briefed to devise a marketing strategy to
reinvigorate the "alternative to cream" brand.

Noam Buchalter, the Elmlea brand manager at Unilever, said: "We

appointed Krow because of the combination of the four founders'

experience and their unique working process. Their relentless focus on
ensuring there is a robust connection between the final business outcome
and the recommended communications programme was what really impressed
us."

White said: "It's a privilege to be working with such a prestigious
client. All of us at Krow are tremendously excited about the
opportunity."

Elmlea's last significant above-the-line activity was by Ogilvy & Mather
in 2000. It aimed to attract a younger audience with a TV spot that
featured a man dating lots of women in the hope of finding Miss Right
with whom to share his precious Elmlea.

The win is the third account Krow has captured since it was launched a
year ago. In March, it won Fiat UK's £3.5 million ad account. It
also handles Alfa Romeo.