BMP DDB is to continue its long association with the National Dairy Council, having retained the £7 million account after a three-way pitch.
The agency, which has been working with the National Dairy Council since 1987, pitched against Bartle Bogle Hegarty and Rainey Kelly Campbell Roalfe/Y&R to secure the business.
News of the pitch first emerged last October (Campaign, October 8) but a decision has been slow in coming. It is understood that the Dairy Council shortlisted BMP, BBH and Rainey Kelly before it realised that a tender in OJEC was necessary.
A tender was subsequently submitted, but the organisation stuck by its original shortlist once it had seen other agencies' submissions.
The media account, most recently held by OMD UK, is still under review.
The review was sparked by the decision of the members of the Dairy Council the dairy farmers to fund a generic milk campaign with a levy based on each litre of milk that is sold.
The dairy industry feels it needs to compete with the big ad budgets of the soft drinks manufacturers.
The proposal is for a three-year campaign, with a £21 million budget. The effectiveness of the advertising will be reviewed after 18 months, however. If it is successful there are plans to extend the campaign to include other milk products.
BMP has created some high-profile campaigns for milk in the past including the award-winning "milkman" ads, which featured dancing milk bottles and the "Ain't milk brilliant" spots, starring Paul Whitehouse.