OMD UK has won the £4 million consolidated media account for
the Bel UK portfolio of cheese brands.
The agency pitched against Starcom Motive and the incumbents, Media Edge
and MediaVest. Media Edge loses the Babybel and Port Salut accounts and
the move sees the end of MediaVest's two-year hold on the Laughing Cow
media business.
Rosemary Tapp, the head of marketing at Bel UK, said: "It makes good
sense to centralise media planning and buying for our brands into one
operation and we are looking forward to working with OMD UK in the
future."
OMD UK's managing director, Steve Williams, added: "Bel UK is a great
business with an exciting development plan for the future. We are
delighted to be working on brands such as Laughing Cow, Port Salut and
Babybel which have such potential for growth."
Bel UK has traditionally focused on TV advertising but, in July last
year, it teamed up with Sega to run a Mini Babybel on-pack promotion
offering the chance to win a Dreamcast console.
Above-the-line advertising for Bel UK stays with D'Arcy and Rainey Kelly
Campbell Roalfe/Y&R.
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