The Aegis agency pipped WPP’s MEC and Omnicom’s OMD to strengthen its position on Danone’s global agency roster.
Carat works with Danone in a number of markets, but has been losing its grip on the business following the move of its US account to MPG and the UK business to MEC last year.
The win is believed to be partly due to Carat’s work for the French consumer goods giant in China, where it has handled its biscuits business since 2005 after a global consolidation of Danone’s agencies.
The pitch coincides with a move by Danone to boost the manufacture and distribution of its dairy brands in Thailand — the company struck a distribution deal with local rival Dutch Mill at the beginning of the year.
Danone’s Asia operations account for $3 billion in sales, and sources say it is keen to increase its presence in the region through the growing market for health-orientated dairy products in Thailand.
