Unilever went outside the family in its selection of 72andSunny to refresh Axe's global strategic positioning. The agency hasn't worked for Unilever before but pitched ideas that Axe's marketing leaders liked and performed well in testing after the pitch. The marketer certainly had a lot of ideas chose from, with roster shops Bartle Bogle Hegarty, Lowe Ponce and R/GA all pitching as well as another outsider: 180.
In other news, as CarMax heads into the home stretch of its media search, Adweek has unearthed the finalists: OMD, Horizon Media and Vizeum. The prize is $60 million in annual media spending. The winner will take on business that previously was handled in-house.