Updated: MPG Big Winner in Danone Media Contests

Paris-based yogurt maker Groupe Danone still has not officially confirmed any of the winners in its multi-market review of media assignments, but sources say the client has now told the contenders, at least informally, of the outcome for all of the contests.

In terms of measured media, MPG fared best, retaining more than half of the client’s total estimated $500 million global business, including its home market of France, where Danone spends more than $200 million annually, per sources. The Havas shop also retained its assignments for Canada, Portugal, Spain and, as previously reported, the U.S., where Danone spent $100 million through the first nine months of the year, per Nielsen.

MPG did lose two markets, Mexico and Russia, which went to WPP’s Mediaedge:cia. But it also added one market, the Netherlands, where Aegis Group’s Carat had been the incumbent.

Omnicom’s OMD scored a coup by capturing all of the China market, with estimated spending of $150 million, which it had previously split with Carat. In the loss column, OMD surrendered the Czech Republic to WPP’s MediaCom, which also retained Germany.

MEC fared well. In addition to its two wins, it retained the $40 million U.K. account.

Sibling MindShare retained Italy. Carat, while losing two markets, did retain both Belgium and Austria.

The agencies declined to comment or referred questions to the client. Danone reps in Paris didn’t respond to queries. A U.S. rep indicated that the client had not formally notified the U.S. winner and declined further comment.

Danone’s brands include Activia and Dannon yogurts and Evian bottled water.

See also: “Law Firm That Won Dannon Settlement Targets Yoplait”

This story updates and replaces an item posted yesterday.