Danone To Consolidate $54 Mil.U.S. Media Acct.

NEW YORK — The Danone Group is putting its estimated $54 million U.S. media buying and planning account in review, with roster shops, handling various parts of its yogurt, drink and sauce brands, invited to compete for a national media consolidation.

WPP Group’s The Media Edge, New York, runs Danone’s $40 million media buying and planning account for Dannon yogurt. Grey Global Group’s MediaCom handles print and outdoor media buying for Danone Natural Spring Water, which amounts to roughly $3 million in spending, according to CMR.

Media Planning in New York, which handles media planning for Danone Natural Spring Water,has been asked by the Tarrytown, NY-based food marketer to participate in the review as well, sources said.

Client and all shops declined comment.

The creative business, which is not being reviewed, is handled solely by Young & Rubicam, New York.