The Week: Agencies on alert as Danone set to review £300m media

Danone is set to review its estimated £300 million global media planning and buying account.

The review could see a global consolidation of the French-owned FMCG company's media business into one of its roster agencies. Mediaedge:cia holds the £31 million UK business but the Havas-owned MPG handles media in France, Germany and the US. Other agencies on the global roster are OMD and Carat.

The WPP-owned MEC won the UK account in 2006, after a pitch involving MPG, OMD and the incumbent, Carat. Danone, whose brands include Activia yoghurt, Actimel, Clover and Evian, consolidated its £8 million media for Nutricia baby food into MEC without a pitch in August last year.

News of the review coincides with plans from Danone to launch a rights issue to raise £2.6 billion to reduce its debt and make acquisitions.

A recent campaign for Actimel, by Rainey Kelly Campbell Roalfe/Y&R, features the former footballer Sir Bobby Charlton.

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