The milk, soft dairy and cheese brands were previously split between DDB
Sydney, Burnett Melbourne, Oddfellows and Y&R.
Burnett Sydney, the only non-rostered agency to pitch for the business, will handle Dairy Farmers, Oak, Lite White, Shape, Ski, Coon and Cracker Barrel from July.
Dairy Farmers chief operating officer, Ian Parker, said: "The final
decision was made purely on a commercial basis and will increase
efficiencies and consistency in the way our brand values are
communicated to consumers."
Burnett Sydney managing director, Troy Ruhanen, said the consolidation drive would continue among large clients. "Instead of having generalists across four agencies, you have one with a real depth of focus and expertise. For less money overall they're getting a far better level of service."
Dairy Farmers is also in discussions with Nestle about a joint-venture or strategic alliance in their yoghurt businesses. The combined business would give the duo market leadership in the A$500 million chilled dairy category.
