Fonterra reaches global advertising agreement
Fonterra reaches global advertising agreement with BBDO and OMD
Fonterra has appointed leading international agencies BBDO and OMD as its creative and media partners. Both agencies are part of the Omnicom Group.
Fonterra recently undertook a review of its advertising relationships as it sought to partner with a single agency that could provide the advertising and media services for all Fonterra Brands.
Fonterra Brands Managing Director, Sanjay Khosla said the move to appoint a single agency partner is a continuation of Fonterra’s ‘Winning Through Brands!’ strategy.
“A key element of the Winning through Brands! strategy is the increased focus and investment on a smaller number of high performing power brands which have the potential for stronger global appeal,” he said.
Fonterra’s key brands include Anchor, Mainland, Tip Top, Anlene and Anmum.
Mr Khosla said the previous group of agencies had all done an excellent job which is borne out in the success of Fonterra’s brands to date.
“As we continue to develop our strategy, however, it is important that we have greater consistency between our markets and operate more efficiently. A single agency gives us these advantages.
“After an extensive review we decided to appoint BBDO and OMD because of their creative excellence and global reach.”
Andrew Robertson, president and CEO of BBDO worldwide said: “Fonterra Brands is focused and ambitious. We are very excited to have been chosen as its partner”.
Rob Morgan BBDO Australasia Chairman commented: “I think our track record in New Zealand and Australia puts us in a good position going into the pitch. It was a fantastic multi national and cross discipline pitch and we are really excited to be working on such great brands”.