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Unilever appoints Arcade for Closeup

Unilever has handed global digital duties for its oral care brand, Closeup, to Singapore-based agency Arcade.

The agency was appointed following a pitch earlier in January this year. The appointment is said to be on going.

Present in 45 markets worldwide, Closeup was originally launched by Unilever in 1967 and caught on as the world’s first gel toothpaste, according to the agency. Its larger markets are India and Philippines in this region, said Arcade CEO, Nick Marrett.

“In a tough, crowded marketplace we knew we had to have a creative approach that defied conformist thinking, yet was absolutely relevant to the brand. Arcade more than delivered on this,” Closeup global brand manager, Brian Duruin added.

Arcade also works on Clear shampoo, another brand by Unilever.

Clear tasked Arcade to bring the worldwide fans of “Scalp Care Is The New Hair Care” together on Facebook last year.

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