Arla shortlists three agencies for pan-European media business

Arla Foods has shortlisted incumbent Carat, MediaCom and Mediaedge:cia to compete for its pan-European media account.

Anchor Butter: made by cows campaign
Anchor Butter: made by cows campaign

Pitches are due this week, with a decision expected in September. The winning agency will take control of the account in January 2011.

The account covers media-planning and buying activity for Arla's key dairy brands in the UK, including Anchor, Cravendale, Lurpak, Lactofree, Apetina and Castello, in addition to Arla's leading dairy brands in Europe.

The pitch does not affect relationships with Arla Foods UK's current advertising agencies, which include Wieden & Kennedy, CHI and Partners, and AMV BBDO.

In April, Anchor Butter launched a £10m TV ad campaign designed to underline the brand's credentials as Britain's oldest butter spread.

The TV ad, created by CHI & Partners, featured cows working in the Anchor dairy, and carried the tagline "Made by cows since 1886".

In May, Mother scooped the global ad account for Castello and a position on the Arla roster, following a pitch against three undisclosed agencies.

The agency has been asked to produce a campaign that will break in October across TV, print and digital channels in markets including the UK, Germany, the US, Canada, Australia and Russia.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).