The agency was appointed following a pitch understood to have involved Carat, Mediaedge:cia and Starcom. This is the first time that Alpro has had media planning and buying on a pan-European level.
For the past eight years, UK media planning and buying has been carried out by Somerset-based agency The Point Marketing & Communications, which also handles the brand's creative business.
Gareth Hoare, joint MD of The Point, refused to comment on losing the media account, but said the agency would continue to work with Alpro for the "long term".
Alpro manufactures a range of soya-based products including drinks, desserts and a dairy-free alternative to single cream and yogurts.
The pan-European review was conducted out of the headquarters of Alpro's parent company Vandemoortele in Belgium.
Neither Alpro nor OMD were available for comment.
For the past eight years, UK media planning and buying has been carried out by Somerset-based agency The Point Marketing & Communications, which also handles the brand's creative business.
Gareth Hoare, joint MD of The Point, refused to comment on losing the media account, but said the agency would continue to work with Alpro for the "long term".
Alpro manufactures a range of soya-based products including drinks, desserts and a dairy-free alternative to single cream and yogurts.
The pan-European review was conducted out of the headquarters of Alpro's parent company Vandemoortele in Belgium.
Neither Alpro nor OMD were available for comment.
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