TBWA/London is tipped to pick up the £13m advertising business for MÃ¼ller Dairies. It is understood that the agency has beaten M&C Saatchi to win the business.
It is reported that the agency won account using the strapline “Lead a MÃ¼ller Life”. It will replace the two-year-old “MÃ¼ller love” theme, created by incumbent Publicis. Publicis won the business in 1999.
MÃ¼ller started talking to agencies in June, two months after the arrival of UK managing director, Andrew Harrison (MW January 8).
It had shortlisted Abbott Mead Vickers.BDDO and HHCL/Red Cell but did not invite Publicis to repitch for the business. The review was handled by the Haystack Group.
The review started just weeks after former UK managing director Ken Wood left the business to join cereal brand Weetabix. He had been promoted to group marketing director for non-European activity following Harrison’s appointment (MW January 8).
The brand is the UK’s leading dairy brand and has a five per cent share of the £6.5bn UK dairy market and a 30 per cent share of the £931m yoghurt market.
MÃ¼ller has also been making moves to strengthen its position in the chilled dessert market after it won the Cadbury dessert licence from food group Uniq earlier this year (MW March 11).