Bel UK, the owner of the Babybel, Laughing Cow and Port Salut
cheese ranges, is calling a review of its £4 million media
The incumbent agencies on the media account, The Media Edge and
MediaVest, will compete for the task. OMD UK and Starcom Motive will
join the incumbents on the shortlist. At the moment, The Media Edge
handles the accounts for Babybel and Port Salut while MediaVest has the
task for Laughing Cow.
Bel UK is looking to consolidate the roster list of two agencies down to
one. The pitch is due to take place in the next two weeks with a
decision expected by the end of October.
MediaVest picked up the brief from the cheese maker to work on its
Laughing Cow brand, the largest single Bel UK account, in 1999. The task
was previously held by Carat.
Bel UK has traditionally focused on television advertising but, in July
last year, it teamed up with Sega to run a Mini Babybel on-pack
promotion offering customers the chance to win a Dreamcast console.
The review is not thought to affect the above-the-line advertising
tasks, shared by D'Arcy and Rainey Kelly Campbell Roalfe/Y&R. The head
of marketing at Bel UK, Rosemary Tapp, was unavailable for comment as
Campaign went to press.