Agencies line up as Bel UK starts review of £4m media brief

Bel UK, the owner of the Babybel, Laughing Cow and Port Salut

cheese ranges, is calling a review of its £4 million media


The incumbent agencies on the media account, The Media Edge and

MediaVest, will compete for the task. OMD UK and Starcom Motive will

join the incumbents on the shortlist. At the moment, The Media Edge

handles the accounts for Babybel and Port Salut while MediaVest has the

task for Laughing Cow.

Bel UK is looking to consolidate the roster list of two agencies down to

one. The pitch is due to take place in the next two weeks with a

decision expected by the end of October.

MediaVest picked up the brief from the cheese maker to work on its

Laughing Cow brand, the largest single Bel UK account, in 1999. The task

was previously held by Carat.

Bel UK has traditionally focused on television advertising but, in July

last year, it teamed up with Sega to run a Mini Babybel on-pack

promotion offering customers the chance to win a Dreamcast console.

The review is not thought to affect the above-the-line advertising

tasks, shared by D'Arcy and Rainey Kelly Campbell Roalfe/Y&R. The head

of marketing at Bel UK, Rosemary Tapp, was unavailable for comment as

Campaign went to press.