Rainey forfeits £8m Dairy Crest

Dairy Crest has pulled creative accounts worth £8m out of Rainey Kelly Campbell Roalfe/Y&R, claiming client conflict with Danone UK.

Dairy Crest has pulled creative accounts worth &£8m out of Rainey Kelly Campbell Roalfe/Y&R, claiming client conflict with Danone UK.

The dairy products company is to invite agencies to pitch for business including the Clover, Dairy Crest, Frijj and Willow brands.

The announcement comes after the Media Edge – Rainey’s media arm – won the planning account for Danone UK’s dairy business. Media planning was previously handled by Carat.

Dairy Crest marketing director Belinda Gooding says a “mutual decision” was taken to end the company’s 15-year relationship with Y&R.

Gooding says: “[The recently-merged] Rainey declined our offer to repitch for the business due to a conflict with Danone UK.

Rainey chief executive Jim Kelly says: “We notified Dairy Crest of the conflict at our first meeting after the merger and there was no question in our minds of continuing the relationship.”

Advertising for Dairy Crest’s Cathedral City Cheese will continue to be handled by Grey Advertising.

Dairy Crest’s media is bought by John Ayling & Associates. No announcement has been made about a possible media review.

Danone recently reappointed Carat to handle the &£15m UK media buying accounts for its dairy range.

It is believed Motive Communications has won the media planning account for Danone’s HP Foods, Jacobs Biscuits and Premier Waters.

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