Arla Foods looks to consolidate pan-European media account

Arla Foods is reviewing its pan-European media planning and buying arrangements, aiming to consolidate the account into one agency.

Cravendale ad

The winning agency will handle work across the 11 European countries in which Arla Foods operates. Incumbents on the account include Carat and two other European agencies, which were appointed in 2003.

The pitch will cover media planning and buying activity for Arla’s six key dairy brands in the UK including Anchor, Cravendale, Lurpak, Lactofree, Apetina and Castello.

Arla says the European-wide pitch “seeks to maximise Arla’s media buying power and ensure cross-country alignment.”

Only the three current agencies will be invited to bid and no speculative offers will be considered.

Danny Micklethwaite, vice president of marketing at Arla Foods UK, says: “We have enjoyed an excellent relationship with Carat in the UK but we feel now is the right time to review our arrangements.”

The review will be conducted over the next four months with a decision to be made in the autumn. The newagency will be appointed to start work in January 2011.

The pitch will not affect relationships with Arla Foods UK’s current advertising agencies, which include Wieden & Kennedy, CHI & Partners and AMV.BBDO.

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