• by Steve McClellan  @mp_mcclellan, November 18, 2016

J. Walter Thompson has landed a big new piece of business from Lux soap after a competitive review — the Unilever brand’s global AOR for digital strategy and content. 

JWT has handled creative advertising duties for the brand for decades. This is the first time that the WPP shop has added digital chores to its ongoing scope of work for Lux, one of Unilever’s $1 billion-plus brands, which is known as Caress in the U.S. 

Anne Radmacher, global brand VP at Lux, stated: “As all brand leaders know, successfully navigating the digital arena is critical to continued growth, and we’re happy to move ahead in the digital realm with J. Walter Thompson as our digital creative partner. It’s an exciting evolution of our long-standing relationship.”

An integrated team from JWT and its digital agency network Mirum, as well as sibling content agency Mutato will manage the new assignment across all digital channels.

JWT CEO Tamara Ingram stated: “In this digital era, as J. Walter Thompson aims to move at the speed of culture, we are fortunate to have in Lux a client partner that believes in what we can accomplish with them in the digital landscape.”