Dairies Set for Review: National Milk Groups’ Consolidation Is Sour News, Sweet News for McCann

SAN FRANCISCO – The recent decision by two national dairy associations to consolidate marketing efforts is expected to sour an existing $30-million milk account for McCann-Erickson here, but it will also put the agency in the running for a cream of a new one estimated at $50 million.
Under an agreement between the National Dairy Board and the United Dairy Industry Association, ad industry sources said all national advertising for milk will now fall under the jurisdiction of the UDIA, with a $50-million budget allocated to the task. Until now, both organizations operated separately and their efforts overlapped.
A review is expected to be formally announced next month although sources said Jones-Lundin Associates of Chicago has already been selected as a consultant. Presently, McCann-Erickson/S.F. handles ads for the National Dairy Board while D’Arcy Masius Benton & Bowles/Chicago handles the United Dairy Industry Association. The review is expected to include, but not be limited to, both agencies.
Meanwhile, McCann-Erickson’s California Milk Advisory Board client, a National Dairy Board member, has, for the first time since 1982, repositioned its message from ‘Milk: It does a body good’ to focus on a variety of dairy foods with the tagline, ‘Good fast food.’ Sources said the shift in strategy is likely due in part to the creation of the California Fluid Milk Processors Board, which is about to launch a $23-million campaign promoting milk in the state. But Jerry Scott, McCann-Erickson’s vp/management supervisor, said the change is designed to make the most of the $10-million ad budget, given that the consumption of all dairy products except cheese has been declining.
Copyright Adweek L.P. (1993)