Danone Groupe awarded its North American media business to Carat as part of a global agency review the company launched in April.
In the U.S., where Danone sells yogurt like Dannon and Stonyfield and waters like Evian, the French marketer spent more than $80 million in measured media last year, according to Kantar Media.
The Dentsu agency prevailed in the review that included competitors like incumbent Havas Media and a team from WPP’s GroupM. Carat declined comment, referring calls to Danone, which confirmed the selection.
Last month, Danone selected a team of agencies from WPP Group's GroupM (which pitched under the name "OneDanone") to handle the company’s European business in categories spanning dairy, water, medical nutrition and infant nutrition. GroupM’s MediaCom led the pitch and won the bulk of the business, including Danone in its headquarters market, France–business that was previously handled by Havas Media.
WPP's MEC retained the U.K. and Germany and added the Nordic region; Mindshare will continue to work with the company in Ireland; and Maxus retained Belgium. Havas Media, Carat, Omnicom Media Group also competed for the business.
Danone’s media agency review in Asia Pacific is expected to kick off in the first quarter, sources said.