MediaCom Wins Fonterra Account, Estimated $150 Million Ad Spend

Anchor-milk-BWPP’s MediaCom has been awarded media planning and buying duties for dairy company Fonterra across the Asia-Pacific and Middle East regions, the client confirmed Friday.
Fonterra spends approximately $150 million annually on ads in those regions.
The selection came after a five-month review that included the incumbent OMD, Carat and Mediabrands. The process was managed by consultant R3, which said that strategy, innovative media approach and competitive pricing were the key performance indicators evaluated in the review.
Caroline Giller, Fonterra’s marketing and digital manager for Asia and the Middle East, stated: “MediaCom demonstrated a clear point of view on the role of communications for Fonterra now and into the future.”
The MediaCom appointment takes effect April 1.
Fonterra is a New Zealand-based dairy company. It reported revenues of $16.5 billion in 2012. Brands include Anchor milk and dairy products and Anmum, which markets specially forumlated milk products for pregnant women, infants and children.
The Fonterra award is the latest in a recent string of wins for MediaCom. Last month, it won assignments in six additional European markets for German frozen food giant McCain including Belgium, France, Italy, Poland, Russia and Spain. That win was the shop’s second pan-European consolidation in recent months. Earlier it secured the Goodyear Dunlop consolidated account for that region.

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