MediaVest snatches Bel’s Laughing Cow cheese from Carat

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.

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.



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