• by Steve McClellan  @mp_mcclellan, March 8, 2018

Dairy products giant Danone has selected GroupM’s Wavemaker  as it new media agency of record for the U.S. and Canada, the company’s disclosed today. 

The selection follows last year’s acquisition of Whitewave (makers of Silk soy milk and other products) by Danone (Dannon Yogurt and other brands) for an estimated $10.4 billion. 

Danone spent an estimated $118 million on measured media in the U.S. last year, according to Kantar Media. Spending for Canada was not immediately available.

Danone previously worked with Carat on the business. Whitewave previously worked with Spark Foundry. 

“Wavemaker had the most compelling offer in terms of creative content marketing and data-led insights to lead the company into the future with innovative thinking, new tools and great talent,” stated Claudia Sargent, VP Media Connection & Marketing Services at DanoneWave. “Because of our dedication to provide consumers the choices they love, we sought to find a partner that could build a genuinely dynamic media model with us, using data and precision targeting to deliver the right messaging to our existing loyal consumers, while also attracting a new and younger consumer.” 

Danone is the second recent win for Wavemaker, which was formed last year by the merger of GroupM’s MEC and Maxus. In February it was appointed lead U.S. media agency for software giant Adobe.