FrieslandCampina selects global media partners

FrieslandCampina has selected its media agencies for consumer brands. These agencies include MEC, Carat, Essence and Pervorm. The contract is from 2017 onwards.

With these media agencies the dairy company seeks to globally improve the effectiveness of its media and marketing investments for its consumer brands. The expertise of these agencies will drive integrated media planning and fits well with the ambition to be leading in digital fast-moving consumer goods marketing.

MEC will be responsible for strategic planning and off-line media buying for the FrieslandCampina business group Consumer Products Europe, Middle East & Africa and the business group Consumer Products Asia. The specialised digital media agencies Essence and Pervorm will deliver digital media planning and online procurement for these business groups.

Carat will be engaged for strategic planning, off- and online media buying and digital planning services for Business Group Consumer Products China and for Hong Kong. FrieslandCampina is active in many markets with a broad range of products and brands.

The brands of FrieslandCampina include global brands, such as Friso and Frico, as well as local and regional brands, such as Frisian Flag in Indonesia, Peak in Nigeria, Alaska in the Philippines, Rainbow in Saudi Arabia and the United Arab Emirates, Dutch Lady in Vietnam and Campina in the Netherlands and Belgium.

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