Danone shifts £5m media planning for Jacob's into Carat

LONDON - The French food giant Danone has shifted the £5m media planning account for its Jacob's Bakery division out of Starcom Motive and into Carat.

Carat is Danone's centralised buying agency, handling buying for brands including Evian, Volvic, HP Lea & Perrins and Actimel. Until the Jacob's move the agency did not handle planning for any of Danone's other divisions.

The Jacob's Bakery account, which includes the Huntley & Palmer, Jacob's Club biscuits and Jacob's Crackers brands, moved to Carat without a formal pitch.

Carat had previously held the Jacob's planning account but lost it to the then Motive Communications in 1999 following a review of the entire Danone Group planning business.

The win could also give the agency the opportunity to target the other planning briefs in the Danone portfolio.

In February, Jacob's launched an ad campaign featuring the animated characters Wallace and Gromit as the faces of Jacob's Crackers. The 30-second TV spot, through Euro RSCG London, was part of a one-year tie-up with the plasticine characters that includes licensing and on-pack promotion.

Separately, it is understood that the Carat holding company, Aegis Media, is planning to realign the £30m UK Disney business out of Vizeum and into Carat.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

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

Share

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).