Numico moves 2m media account to Mediaedge:cia

Numico, the baby food company, is understood to be moving its £2m media account out of Phd and into Mediaedge:cia. It is believed the decision was made without a pitch.

The change is part of a global realignment of agencies and also comes in the wake of Euro RSCG winning a place on the advertising roster despite losing out in a competitive pitch against Leo Burnett last year (MW June 12, 2007).

It is not clear at this stage how the win will affect Mediaedge:cia’s relationship with its client SMA Nutrition, which also has its own baby food line.

Numico, which last year was acquired by Danone for an estimated £9.7m, has brands including the Cow & Gate and Milupa, has been progressivly moving its media planning and buying business out of agencies territory by territory into one of its four global roster media agencies.