• by Steve McClellan , August 29, 2011

Media shop MPG, a unit of Havas Media, has hired Adnan Brankovic to lead its North American assignment for Dannon, a key international client. Brankovic will hold the title of vice president and group account director and will report to Sasha Savic, the agency's chief operating officer.

 

Brankovic joins MPG from Interpublic Group's Initiative, where he spent six years working with various clients, including Hitachi and Computer Associates. He replaces Sal Sannino, who left the agency to pursue other interests.

The agency first won the client's business in North America in 2006 and successfully defended the account two years ago, when it also retained other important regions, including the client's home market, France, as well Portugal and Spain.

The shop is said to control the placement of more than half the client's total ad spend, estimated at more than $500 million. In the U.S. last year, it spent $127 million, per Kantar Media.

In his new role, Brankovic will oversee all media strategy and implementation efforts across Dannon's various lines of business. He will coordinate with creative shops on the account, including Y&R and sister agency Euro RSCG.

Brankovic's appointment marks his return to MPG, where he was a planner early in his career, before taking on roles at MEC and Y&R, both units of WPP.

Late last year, the client settled a class-action suit that alleged misleading health claims in the advertising developed by Y&R for Dannon's Activia and DanActive brands of yogurt. The marketer did not admit any wrongdoing but agreed to set up a fund of up to $35 million to settle the dispute.

Maria Luisa Francoli, CEO of MPG Global and Havas Media North America, stated that Brankovic is "a driven and clear leader who understands the dynamic landscape and evolving consumer media patterns."