Aylings wins fight for pounds 6m Dairy Crest task

Dairy Crest has awarded its pounds 6 million-plus centralised media planning and buying business to John Ayling and Associates after a competitive pitch.

Dairy Crest has awarded its pounds 6 million-plus centralised media

planning and buying business to John Ayling and Associates after a

competitive pitch.



Previously, the business was split between three agencies: Aylings held

Cathedral City Cheddar cheese, Mediapolis was the incumbent on Clover,

which enjoys the bulk of the spend, and MediaCom worked on flavoured

spreads and the milkshakes brand, Frijj.



The review, which kicked off two months ago (Campaign, 14 March), also

involved two non-roster agencies, BBJ Media Services and IDK Media. Only

MediaCom of the roster agencies declined to pitch. In April, the

four-strong list was whittled down to a head-to-head between Aylings and

IDK.



Aylings will now work on all above-the-line media planning and buying

with Dairy Crest’s creative agencies, Mellors Reay and Partners and

Young and Rubicam.



Belinda Gooding, the group marketing director of Dairy Crest, said:

’This will give us greater flexibility and buying efficiencies. We

intend to take media buying seriously.’



She added: ’Aylings fielded a strong team and demonstrated its ability

working with Dairy Crest last year.’



John Ayling, the managing director of the independent agency, said: ’It

is gratifying to win against intense competition. Rob Stevens and Ian

Redman presented outstanding ideas.’



Dairy Crest is one of a series of new-business wins for Aylings. Last

year, it won the pounds 4 million account for the financial services

company, M&G and, this year, Sodastream’s pounds 3 million task.