Danone switches planning to Motive and Media Edge

Carat has lost the planning task for all Groupe Danone brands, which include Volvic, Evian, Twiglets and Danone Bio Yogurt.

Carat has lost the planning task for all Groupe Danone brands,

which include Volvic, Evian, Twiglets and Danone Bio Yogurt.



After a five-month review, the French food and drink giant has decided

to split planning between Motive Communications and the UK arm of The

Media Edge.



Motive has been awarded Jacobs Biscuits and the Premier Water business,

which includes Volvic and Evian.



Motive account director Will Saunders will head the Groupe Danone

portfolio.



He already looks after the pounds 4 million media planning business for

HP Foods, which Motive swiped from Carat last month.



The Media Edge is to handle the UK planning for the Danone Dairy

division.



Carol Middleton, agency group media director, will head the account,

along with managing director James Whitmore.



The Dairy brands under The Media Edge’s responsibility are Danone Bio

Yoghurt, Baby yogurt and the pro-biotic drink Actinel.



The pounds 15 million buying budget for all Groupe Danone brands remains

with Carat. The buying team consist of buyer Danny Lloyd, press manager

Glyn Williams and press buying director Tim Kirkman.



Groupe Danone’s media budget is spent mainly on television and press.



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