Mediaedge:CIA has won the £33m Danone media planning and buying business from incumbent Carat following a four-way pitch that also involved Media Planning Group and OMD UK.
The UK pitch started in July and was part of a £300m global review, which is taking place between 2005 and 2008. Last week MPG was appointed to handle the £55m US business and it has also recently picked up the business in Mexico and France.
The move follows a number of changes to its media roster over the past year. In March, Danone consolidated its account into Carat after moving its £3m planning account for its bottled water brands, including Evian, out of Starcom. The agency already handled the buying. Last June, Carat won the UK planning for Danone’s dairy division, which was previously handled by Mediaedge:CIA.