Bel Brands has expanded its relationship with Young & Rubicam, leaving the agency with the lion's share of Bel's creative business around the world.
The Chicago office of Y&R added Bel's cheese business in the U.S. without a pitch. The assignment includes brands including Laughing Cow, Mini Babybel, Boursin and WisPride. Media spending across all brands is estimated at $15 million to $20 million.
The WPP Group shop already had Bel business in Europe, Canada and Australia, via offices in Paris, Montreal and Sydney. The marketer's parent company, Bel Group, is based in Paris.
In assigning the U.S. business, Dan Waters, senior director of marketing at Bel Brands USA, cited Y&R's "incredibly strong global network complemented by a commitment to deep understanding in each market they serve."
In the U.S., Y&R replaces Havas Worldwide in Chicago, which had handled the account since 2012. The new agency's first work is expected next year.