Dairy Crest has awarded its pounds 6 million-plus centralised media
planning and buying business to John Ayling and Associates after a
Previously, the business was split between three agencies: Aylings held
Cathedral City Cheddar cheese, Mediapolis was the incumbent on Clover,
which enjoys the bulk of the spend, and MediaCom worked on flavoured
spreads and the milkshakes brand, Frijj.
The review, which kicked off two months ago (Campaign, 14 March), also
involved two non-roster agencies, BBJ Media Services and IDK Media. Only
MediaCom of the roster agencies declined to pitch. In April, the
four-strong list was whittled down to a head-to-head between Aylings and
Aylings will now work on all above-the-line media planning and buying
with Dairy Crest’s creative agencies, Mellors Reay and Partners and
Young and Rubicam.
Belinda Gooding, the group marketing director of Dairy Crest, said:
’This will give us greater flexibility and buying efficiencies. We
intend to take media buying seriously.’
She added: ’Aylings fielded a strong team and demonstrated its ability
working with Dairy Crest last year.’
John Ayling, the managing director of the independent agency, said: ’It
is gratifying to win against intense competition. Rob Stevens and Ian
Redman presented outstanding ideas.’
Dairy Crest is one of a series of new-business wins for Aylings. Last
year, it won the pounds 4 million account for the financial services
company, M&G and, this year, Sodastream’s pounds 3 million task.