The account comprises the St Ivel, Shape, Activa, Actimel and Danacol Yoghurt ranges of chilled products. Danone was previously the only Carat account that did not include the planning function.
Carat handles Danone's centralised UK buying account, while Brand Connection looks after planning for the HP range and Starcom plans Danone's waters business. The win raises the prospect of Carat picking up these other smaller pieces of planning business.
Danone's move comes ahead of a wider 拢300 million global media review, as first revealed in 北京赛车pk10 (21 April). The company is holding the pitch to improve its purchasing clout and reduce the size of its roster. The review has been called from Danone's French headquarters. Each territory will select an agency from a shortlist provided by Danone in France.
Danone plans to cut its global roster from eight to three agencies.
One of the incumbents, Starcom, has announced it is withdrawing from the review. In the UK, the pitch is expected to take place in 2007.
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