California Milk Processor Board to Retire Long-Time AOR and Creator of 'Got Milk?'

Goodby Silverstein & Partners will be replaced by Gallegos United in February


Got milk? Maybe. Maybe not.

The California Milk Processor Board (CMPB) announced that, by February 2018, it will retire its longtime agency of record Goodby Silverstein & Partners, the creator of one of the most famous campaigns in modern advertising: “Got Milk?”

But that doesn’t necessarily mean the iconic tagline will go away.

Beginning in February, the CMPB will consolidate all of its advertising under one umbrella–creative and strategy agency Gallegos United, which has been handling its Hispanic marketing efforts as an incumbent agency for 12 years.

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