CHICAGO – The National Dairy Promotion and Research Board and the United Dairy Industry Association are joining forces to signal their intention to spend th" data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" >

NDB, UDIA To Develop Joint Business Plan By Beth Heitzma

CHICAGO – The National Dairy Promotion and Research Board and the United Dairy Industry Association are joining forces to signal their intention to spend th

The two organizations for the first time will develop a joint business plan for 1994, outlining national marketing of dairy products with input from state and regional organizations. The NDB also will change its fiscal year to a calendar year basis, matching UDIA’s, to facilitate planning.
Asked if one result of the unified marketing plan might be a consolidation of advertising responsibilities, UDIA spokesperson Gloria Pope said, ‘The committee that will develop the business plan is going to be examining all of the agency’s capabilities. It’s possible at some point there will be one agency.’
Agencies handling image advertising for milk products include McCann-Erickson/San Francisco, which promotes milk to kids and teens for the NDB; Grey Advertising/N.Y. on non-milk dairy products for NDB; and D’Arcy Masius Benton & Bowles/Chicago, which promotes milk to the adult target and handles other non-milk dairy products for the ADA.
The NDB spent $72.9 million in 1992, according to LNA, to promote dairy products. The American Dairy Association, the UDIA’s marketing arm, spent $24.6 million.
Legislation passed in 1984 mandates that farmers contribute 15 cents for every 100 pounds of milk they produce. One-third of the money goes to fund NDB promotions; the other 10 cents funds state and regional groups that feed into the UDIA.
Earlier this year, the NDB and the UDIA for the first time jointly funded a campaign targeted to adult consumption, developed by DMB&B. While farmers saw it as a step in the right direction, it was not enough, said one industry source.
Copyright Adweek L.P. (1993)