OMD UK to take over consolidated media operation for Bel UK

OMD UK has won the £4 million consolidated media account for

the Bel UK portfolio of cheese brands.

The agency pitched against Starcom Motive and the incumbents, Media Edge

and MediaVest. Media Edge loses the Babybel and Port Salut accounts and

the move sees the end of MediaVest's two-year hold on the Laughing Cow

media business.

Rosemary Tapp, the head of marketing at Bel UK, said: "It makes good

sense to centralise media planning and buying for our brands into one

operation and we are looking forward to working with OMD UK in the


OMD UK's managing director, Steve Williams, added: "Bel UK is a great

business with an exciting development plan for the future. We are

delighted to be working on brands such as Laughing Cow, Port Salut and

Babybel which have such potential for growth."

Bel UK has traditionally focused on TV advertising but, in July last

year, it teamed up with Sega to run a Mini Babybel on-pack promotion

offering the chance to win a Dreamcast console.

Above-the-line advertising for Bel UK stays with D'Arcy and Rainey Kelly

Campbell Roalfe/Y&R.

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