BMP DDB account in balance as the Dairy Council changes its marketing strategy

The Dairy Council is looking for agencies to work on a project basis as part of a shift in its remit towards promoting the health and nutritional benefits that are provided by dairy products.

The move means the council has axed its The White Stuff generic campaign and that it will no longer retain an agency. It will instead work on a project-by-project basis.

It is not clear how this affects its relationship with BMP DDB, which has handled the advertising for the Dairy Council since 1987 and has just completed a press and internet campaign on its behalf.

A spokeswoman for the Dairy Council says that the move is not a review of its advertising arrangements, but that it reflects the way the council has moved away from being a marketing body.

The council’s marketing department was axed in July 2002, including marketing director Andrew Ovens, after milk processors refused to continue funding the &£9m generic campaign, The White Stuff (MW July 4, 2002).

The council will now rely on European funding, which is understood to be significantly less than it has spent in the past. It is thought that about 36m (&£4.2m) is available, but its counterparts in a number of different countries have also applied for the funding.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here