It is the second announcement of a piece of business Wieden & Kennedy has won from DDB London today, having been appointed to the £5m account for The Guardian this morning.
Danny Micklethwaite, Arla Foods business unit director for butter, spreads and margarine, said: "Wieden & Kennedy London presented a very compelling, integrated and differentiated proposition for our Lurpak brand, which we are confident will create real cut through and consumer recollection and provide a solid, strategic return on our significant investment."
DDB London has not had a good year so far, having lost chief executive Paul Hammersley and chief strategic officer David Hackworthy, who joined Sir Frank Lowe at the start-up agency The Red Brick Road.
Shortly after, The Guardian decided to review its £5m account, which has been held by DDB London for five years -- last month it found out it did not make it through to the final pitch.
It lost the £10m Weetabix account to WCRS in May, and Unilever has given Mother a brief for PG Tips, a brand DDB has worked on since it was launched in 1930.
It could also face a review of the Cravendale milk brand, also part of Arla Foods. The company began a wider review of its ad agencies in December following the exit of head of marketing Hanne Sondergaard after the dairy group named Simon Stevens as its top UK marketer.
That review saw Clemmow Hornby Inge successfully repitch for the £7m Anchor butter account.
DDB London worked on the Lurpak account since 1993, creating a series of ads featuring a trombonist called Douglas, with voiceovers by 'The Good Life' star Penelope Keith. Douglas was axed in 2004 and replaced with a young woman called Maria.
Arla was at the centre of a crisis earlier this year when a Danish magazine published cartoons depicting the prophet Mohammed, prompting a boycott of its products in the Middle East.
Last month, DDB London named Steven Woodford the chief executive of Engine Group and former WCRS chief executive as the new chairman and CEO of the agency, with a brief to shore up the company's performance.
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