Fonterra appoints BBDO, OMD

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, having edged out Y&R in the final round. <BR><BR> Fonterra's decision marks a consolidation of several agency relationships in Asia-Pacific, with the Asian business previously handled by FCB and FCB Media (Media, 2 June). "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." <BR><BR> 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.