BMP DDB is to continue its long association with the National Dairy
Council, having retained the pounds 7 million account after a three-way
The agency, which has been working with the National Dairy Council since
1987, pitched against Bartle Bogle Hegarty and Rainey Kelly Campbell
Roalfe/Y&R to secure the business.
News of the pitch emerged last autumn (Campaign, 8 October). It is
understood that the Dairy Council had shortlisted BMP, BBH and Rainey
Kelly before realising that an invitation to tender in the European
Union’s official bulletin was necessary.
An invitation was published, but the organisation stuck by its original
shortlist once it had seen submissions from other agencies.
The media account, most recently held by OMD UK, is still under
The review was sparked by the decision of the members of the Dairy
Council - the dairy farmers - to fund a generic milk campaign with a
levy based on each litre of milk that is sold. The industry feels it
needs to compete with soft drinks companies.
The proposal is for a three-year campaign, with a pounds 21 million
budget, although its effectiveness will be reviewed after 18 months. If
it is successful there are plans to extend the campaign to include other
BMP has created high-profile campaigns for milk, including the
award-winning ’milkman’ ads that featured dancing milk bottles.