Personal care giant Unilever has named the MullenLowe Group as global PR agency for its Rexona brand of antiperspirants and deodorants.

The decision, which came following a review, will be the first coup for the PR agency following its purchase of the UK communications company Salt. Focusing on brand strategy, digital content and PR, Unilever will work with MullenLowe in the US and internationally through the newly formed PR arm of the creative agency, MullenLowe Salt. 

The news follows Unilever’s continued work on its zero-based budgeting (ZBB) strategy in South East Asia, as Chief Financial Officer Graeme Pitkethly stated that the company had  previously ‘over exposed’ consumers to advertising in the region past the point of ‘diminishing returns’. However, on a global scale, while Unilever is aiming for EURO300 million brand and marketing savings, it has said that new product launches will inevitably result in an increased advertising spend in the future.