Nutricia to put Cow & Gate and Milupa into single agency

The toddler nutrition and baby food manufacturer Nutricia is conducting a global review of its Cow & Gate and Milupa brands as it looks to consolidate the business into one agency.

The process, which is being overseen by Agency Assessments, will incorporate the Germany, Spain and UK markets, among others.

DFGW currently holds the UK account, worth £1 million, and is expected to be invited to pitch.

The review follows the departure of the UK marketing director, Will Ghali.

The account was put up for pitch following AMV's decision to end its 21-year relationship with the company.

The agency cited Nutricia's change of focus from above-the-line to below-the-line activity on Cow & Gate and Milupa as the company placed more emphasis on direct marketing activity and the targeting of healthcare professionals.

AMV was responsible for creating a TV campaign for Cow & Gate Step-Up, the follow-on milk for babies aged between six months and two years, which exploited the deep emotional bond between parents and babies.

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