Dairy goods producer Bel pools £4m work into OMD

by JEREMY LEE, Media Business 05-Nov-01, 12:00

Bel UK, the dairy products manufacturer behind brands such as

Laughing Cow and Babybel, has centralised its £4m media account

into OMD UK.

The agency won the account after an initial four way-pitch against

Starcom Motive and incumbents The Media Edge and Mediavest. Starcom

pulled out of the pitch at the last minute.

The Media Edge was previously responsible for the bulk of the account -

the Babybel and Port Salut brands - while Mediavest looked after the

Laughing Cow sales business, which it snatched from Carat two years

ago.

Bel called the pitch in September in a bid to centralise its account

into a single agency network.

The advertiser spends the lion's share of its media budget on TV, but

has also run press, radio and outdoor campaigns.

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