Arla awards Carat £100m pan-European media business

Arla Foods has appointed Carat to handle its £100m pan-European media planning and buying account.

The agency, which was on the food giant’s roster, will now take responsibility for Arla’s media buying business across the 11 countries in which it operates. It will cover media planning and buying for Arla’s six key brands, which includes Lurpak, Anchor and Cravendale (see some recent campaigns in related campaigns, top right).

Ad agencies on Arla’s roster include Wieden & Kennedy, Saatchi & Saatchi and CHI & Partners.

It follows a three‐way pitch process, which began in April involving the incumbent Carat, MEC and Mediacom.

Arla says the UK represents the biggest market within the pitch and the UK account, worth over £30 million,

Danny Micklethwaite, vice president of marketing at Arla Foods UK, says: “We are delighted to continue to develop our long‐term relationship with Carat. They have been a key partner in helping us to grow our business and we look forward to delivering some great work together in the future.

“Carat presented a brilliant strategic plan and strong team of people to lead the account which we are confident will ensure that Arla’s media buying power is maximised and will help to ensure cross‐country alignment within Arla Foods.”

Matthew Landeman, Board Director at Carat UK, adds: “We are really pleased that Arla Foods has chosen to continue working with Carat and to extend our relationship into new European markets. We have always been proud of the work that we have produced for Arla and feel that this appointment marks the beginning of an exciting new stage in a very strong partnership.”

Carat has worked with Arla Foods in the UK since 1996 and is also currently working with Arla in the US and Australia.

As part of the European account, Carat will work within three new markets in which Arla operates including Holland, Russia and Greece.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here