Dairy Crest has begun a centralisation of its estimated pounds 6
million-plus media planning and buying business.
A number of agencies, thought to include the three roster shops -
Mediapolis, MediaCom and John Ayling and Associates - have been invited
to pitch for the centralised account, which includes brands such as
Clover, Willow, Cathedral City Cheese and Frijj milkshake. At least one
non-roster agency is also pitching.
Clover’s media buying is currently handled by Mediapolis, although media
planning - which is also up for grabs - is retained by Young and
Aylings handles Cathedral City Cheese, while MediaCom holds Frijj, the
milkshakes and flavoured spreads brand.
The move to centralise the business follows the arrival from Mars in
January of a new group marketing director, Belinda Gooding, with a brief
to co-ordinate advertising and marketing across the spreads, cheese and
milk arms of the company.
The vast majority of Dairy Crest’s 1996 adspend was on its margarine
spread, Clover, backed with pounds 4.1 million, according to AC Nielsen
Cathedral City Cheese had a spend of pounds 1.2 million. Frijj
registered no media spend.
Catherine Mason, marketing director for Clover spreads at Dairy Crest,
refused to confirm that a pitch was in progress. The roster agencies
also refused to comment.
Creative work on Frijj is handled by Mellors Reay and Partners, while
Y&R works on all other accounts. Creative accounts are unaffected by the