Groupe Danone Global Media Goes Into Play

NEW YORK Paris-based yogurt maker Groupe Danone has launched a review of its global media business, according to sources.
The client spends an estimated $500 million on measured media annually.
The U.S. business is handled by Havas Group’s MPG and sources said the incumbent is participating in the review. Danone spent approximately $140 million on ads in the U.S. last year, per TNS.
Danone is said to be reviewing media accounts on a market-by-market basis, in a fashion similar to the process it conducted in 2005-06, the last time it reassessed its media assignments.
MPG won the U.S. business in October 2006, beating out the incumbent, WPP Group’s MediaCom in the final round of the U.S. review. The shop will defend its assignments in the U.S. and other territories, per sources.
Other contenders in the U.S. are said to include Aegis Group’ s Carat and WPP’s Mediaedge:cia, per sources.
During the last global review, MPG also won the client’s assignments in France and Mexico and defended Spain and Portugal.
Sources said MediaCom would contend in several markets, but not the U.S. The agencies either declined comment or referred calls to the client. Client representatives did not respond to inquiries.