Sara Lee appoints OMD to global biz

SARA LEE   OMD   MEDIA BUYING & PLANNING

Global - Sara Lee has appointed OMD to its global media account which is estimated to be worth US$195m.

OMD was the incumbent on the European business and picked up Asia when the account was consolidated. OMD will handle online and offline media services in 14 European markets and three new Asia Pacific markets - Australia, New Zealand and Thailand.

The global food and beverage manufacturer decided to consolidate its account after its recent divestiture of its Household & Body Care businesses to focus on its international coffee and tea brands, including Douwe Egberts, Maison du Café, Marcilla, Moccona, Pickwick and Senseo.

"With the creation of a stand-alone publicly listed company focused on coffee and tea, Sara Lee's international businesses will undergo a significant change," Sara Lee's senior vice-president and member of the Coffee & Tea Board Harm-Jan van Pelt, said.

"We will invest behind our coffee and tea brands in the future, with modern, relevant and creative media campaigns. During the media consolidation pitch process we focused on ensuring our media partner had not only the right competences and experience for our business today but also to support the needs of our future ‘Coffee Co'."

Cream Global