MEC tipped to retain Danone UK account

Mediaedge:cia is expected to retain the estimated £25m media account for Danone UK, with appointments also imminent in other markets following a global review.

Actimel

The French-based company called the market-by-market review earlier this year, mirroring the process it undertook in 2005-06.

Danone, which owns brands including Evian, Activia, Actimel and Clover, is estimated to spend £310m globally on media planning and buying.

In the US the account is handled by MPG. The Havas-owned agency pitched against MEC in the UK. The latter was awarded the account in 2006 following a pitch against MPG, OMD and the previous incumbent Carat.

MPG, which holds the bulk of the Danone media accounts around the world is also awaiting results on pitches in other markets.

In the UK, Advertising Standards Authority this week ruled that a television campaign for Actimel was misleading when it claimed that the product was “scientifically proven to help support your kids’ defences”.

Danone was not available at the time this story was published.

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