11 December, Singapore: The teams handling the united Unilever laundry brands idea ‘Dirt is Good’ picked up Bronze for their Partnership at this year’s Campaign Asia Pacific awards, held in Singapore.
Lowe handles all work for ‘Dirt is Good’ globally, led by teams based in Singapore, and headed up by Lowe’s Asia Pacific President, Rupen Desai. The client-agency teams won on the strength of innovative ideas and consistently bettered results for the brand idea, including across challenging, emerging markets.
Vikas Gupta, global brand vice president, Dirt is Good, Unilever, Singapore, says: “Lowe’s relationship on Dirt is Good is that of a brand steward, not an agency partner. It is one of genuine brand ownership, where we have a shared ambition of brand growth and recognition. It is with this shared ambition that we have added over US$1 billion, taking the brand over to US$2.2 billion in Asia. None of this would ever have been possible without Lowe. They have been our partners through each and every challenge and every victory. It is little wonder that they have got back the entire global business on the brand.”
Rupen Desai, Global Lead, Dirt is Good, Lowe and Partners added: “Ideas like Dirt is Good are rare in our business. Landing an idea like this, across Asia, in the most culturally resonant manner and generating the kind of results, already makes it special. Winning every conceivable creative and effectiveness award across the world on work that is growing the brand tenfold makes it even more special. But the most valuable of them all has been the relationship that has helped us achieve this – where on any given day , it’s difficult to separate the agency from the clients.”
The original concept of Dirt is Good was created by the Lowe network in 2002. ENDS.