MDC in hunt for ad agency

Milk Development Council, the promotional body for the milk industry, is seeking an ad agency, as it looks to encourage more people to drink milk as part of a balanced diet.

The review, which is being overseen by COI, is in the early stages, although it is understood that a number of undisclosed agencies are already working on the pitch. It is not clear if the body has an incumbent agency.

The MDC has previously worked with Iris, which created a £3m campaign last year to encourage teenage girls to drink more milk.

It used cinema, radio and online to promote the beauty benefits of dairy products. Earlier this year, it signed Colleen McLoughlin to front the campaign.

The MDC was set up over a decade ago by the Government with a brief to improve the profitability and competitiveness of the British milk industry.

However, over recent years the organisation has moved into product development and marketing.

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