Three Danone units to consolidate media mandate, pitch in progress

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Havas, Initiative and Mindshare invited; presentations in end-October.

Danone has revealed that it has called agencies to pitch for the media duties of three of its business units in the Middle East. The move comes along with a strategic change. The three units – Alsafi Danone, Danone Nutricia and Danone Waters –  will consolidate media planning and buying responsibility for the first time with one agency, informed an official statement.

The mandate will be for the year 2015, across the Middle East.

Three agencies have been invited to pitch for the account on 29 and 30 October. They are: Havas Media, Initiative MENA and Mindshare MENA.

“The media agency review will have a very clear strategic ambition – to find an agency partner than could help the three businesses move from a purely broadcast model to more of an engagement model over the coming years,” the statement added. The attempt will be to find the ‘right strategic partner to provide leadership in digital media, integrated strategic Planning & value creation’.

The media pitch is being headed by Rizwan Ali, integrated marketing communications manager, Alsafi Danone.

The incumbents on the account are Mindshare (Alsafi Danone), MEC (Danone Nutricia) and Havas Media (Danone Waters).

Also read:

Group M wins £380m pan-European Danone (November 2013)