Fonterra appoints BBDO, OMD for global account
New Zealand dairy giant Fonterra has confirmed its selection of Omnicom agencies BBDO and OMD to handle its global advertising duties, estimated at US$100 million, following a five month review process. <BR><BR> The BBDO win expands on Clemenger BBDO's existing Fonterra business in Australia and New Zealand, and comes after the Omnicom agency edged out Y&R in the final round. Fonterra's decision marks a consolidation of several agency relationships in Australasia, with the Asian business previously handled by FCB and FCB Media (Media, 2 June). <BR><BR> "As we continue to develop our strategy...it is important that we have greater consistency between our markets and operate more efficiently," said Fonterra Brands MD Sanjay Khosla in a press statement. "A single agency gives us these advantages." The statement also noted Fonterra's continuing intention to focus investment on a "small number of high performing power brands which have the potential for stronger global appeal", as part of its 'Winning Through Brands' strategy.
