5M Yakult parts company with Wieden & Kennedy

Yakult, the probiotic drink brand, has parted company with Wieden & Kennedy after just 18 months. The move is part of a consolidation of the company’s advertising roster across Europe.

Yakult, the probiotic drink brand, has parted company with Wieden & Kennedy after just 18 months. The move is part of a consolidation of the company’s advertising roster across Europe.

The agency won the account, which is worth about £5m, in June 2005. It took on a brief to relaunch the brand and has since created TV and print ads highlighting the health benefits of the drink.

The company is expected to increase its marketing budgets as it looks to move into new markets and attempts to increase its share in the growing probiotics market against rivals such as Danone’s Actimel range.

Yakult has been talking to agencies about its pan-European advertising since September, as revealed on marketingweek.co.uk. Originally, the UK account was unaffected, but the company has now decided to consolidate its advertising rather than use different agencies for different countries.

Yakult marketing director Alan Jelly says: “As Yakult increases its presence in more European markets and across the world, a decision has been taken to have a smaller roster of pan-European agencies delivering a more coherent European creative strategy rather than using individual agencies for every market.”

He adds that the relationship will finish at the end of April and a new appointment will be announced “in due course”.

In September last year, Yakult ditched cdp-travisully’s “friendly bacteria” campaign in favour of a more product-focused strategy. W&K’s current campaign highlights the fact that the product is more than 70 years old. The Japanese brand launched in the UK in 1996 and was one of the first products in the probiotic and dairy drinks market.

Recommended

ITV Consumer picks partnership head

Marketing Week

ITV Consumer has promoted Ann Cook, controller of interactive, to partnership director for the division. Cook will report directly to director of ITV Consumer Jeff Henry. She will be responsible for building revenues and strengthening relationships between the division and the rest of ITV as well as external companies. ITV Consumer was established in 2005 […]

Starcom sharpens its digital focus

Marketing Week

Starcom claims it will be ramping up its focus on planning this year with the creation of a new strategic intelligence and planning team that, according to the agency, will put the digital consumer at the heart of everything it does. Starcom hopes the arrival of Pru Parkinson as strategic planning director at the start […]

SNP launches online Scottish election push

Marketing Week

The Scottish National Party (SNP) plans to woo disenchanted voters by targeting them through new media channels, including a campaigning page on Google-owned video-sharing website YouTube. The SNP starts the campaign at the end of next month as it seeks to get MP Alex Salmond elected First Minister in the Holyrood Elections in May 2007. […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now