LBi lands search brief for Danone baby sites

Danone has hired LBi as the search agency for its baby advice websites C&G Baby Club and Aptaclub, as it looks to develop a content-led strategy aimed at mothers with babies over the age of six months.

Danone: LBi lands search brief
Danone: LBi lands search brief

LBi won the account, which sits within Danone Baby Nutrition, after a three-way pitch against MEC and Tamar.

The Publicis Groupe agency will now develop a strategy to improve search visibility for the sites, which offer guidance to parents using Danone’s Cow & Gate and Aptamil formula milk products.

Danone has not had an SEO agency for the sites before. Its planning and buying, including paid search, is handled by MEC but is up for pitch.

Clare Tresidder, the senior brand manager at Danone Baby Nutrition, said: "LBi’s search expertise and offering across creative and analytics make them the ideal partner."