Carat has lost its grip on Laughing Cow following the Bel UK-owned
cheese brand’s decision to move its media planning and buying account to
MediaVest.
The business was worth pounds 3 million last year and is expected to be
worth between pounds 2 million and pounds 3 million over the next 12
months. Historically the brand’s activity has focused on television
advertising and sponsorship.
TV will almost certainly continue to dominate the media schedule.
On the planning side, the account will be headed by Richard Smith,
senior media planner at MediaVest.
Nick Theakstone, head of broadcast, will oversee the TV.
The rest of Bel’s brands are handled by Mediapolis. They include
Babybel, Port Salut, Cheese Dippers and Nouvelle Vache, although the
last two accounts have been dormant in recent years.
Nobody at MediaVest, which is understood to be keen to extend its
relationship with Bel, was available to comment on the win.
