French dairy giant Lactalis is consolidating the majority of its global media business under Zenith after a competitive review. A smaller portion of the account has been awarded to Havas. Dentsu Aegis was an incumbent but will be exiting the roster.
As “master” agency partner, Zenith will retain the markets in EMEA, APAC and Latin America that it had been servicing prior to the review and take on 11 new ones, including Canada, UK and the U.S.
The account will be led from Zenith’s headquarters in London.
Client brands include Président, Galbani, Lactel, Bridel, Ambassador, Seriously, Picot, Valbreso and Pride. The company also offers products in the chilled dairy and dairy ingredients categories, as well as the food-service industry and infant nutrition.