Yakult hands direct ad account to PAA

Partners Andrews Aldridge has landed the direct marketing account for the probiotic drink Yakult.

The agency won the business following a three-way pitch against two undisclosed agencies.

The process was handled by Yakult's marketing director, Alan Jelly.

The Japanese company, which has traditionally focused its advertising strategy on above-the-line channels, has appointed PAA to produce its first below-the-line campaign of note.

PAA will initially produce a customer relationship management campaign that will encourage people to make the probiotic drink part of their daily healthy-eating routine.

The move comes just three months after Yakult appointed Euro RSCG to handle its £5 million advertising account, following a three-way shootout against JWT and DDB.

Both Yakult and PAA were unavailable for comment.