OMD UK has retained the National Dairy Council’s media account
after a final pitch against MindShare earlier this month.
The Media Edge and Starcom Motive also pitched for the business but were
eliminated in an earlier round. The news follows the NDC’s decision to
keep its creative account with BMP DDB, which is now working on a
campaign to launch in mid-June. The pounds 9 million push is the NDC’s
first advertising in five years, and is designed to position milk as a
competitor to soft drinks.
The campaign will run initially for 18 months, with the NDC planning to
extend it to three years and raise the budget to pounds 21 million if
the initial push is deemed a success. Funding for the ads is being
raised through a 0.06p per litre levy on milk production.
OMD’s integrated communications plan moves milk advertising beyond TV
for the first time. ’We aim to stimulate people to drink more milk at
the times of the day when they are most likely to do so,’ OMD media
planner and buyer Miranda Bird said.
’Our mix of posters, radio and TV will reach people at all those times.
Radio is particularly useful for mornings when people are likely to
drink milk at breakfast. TV is great for that glass of milk before
bedtime,’ she added.
OMD held the NDC’s media account for the award-winning milkman ads that
featured a chirpy milk-float driver leading dancing milk bottles to
’I’m delighted to be continuing our long association with the National
Dairy Council,’ OMD’s managing director, Paul Taylor, said. ’We won the
business years ago but the account went dormant for a while and it was a
very nail-biting pitch for creative and media this time around.’