Danone Divides Global Creative on Biscuits

The Danone Group has divided global creative duties on its biscuits business between roster shops Euro RSCG Worldwide and Young & Rubicam following a pitch about a month ago, sources said. Also, according to sources, Euro RSCG captured about three quarters of the business, with Y&R getting the rest. Total billings were estimated at $100 million.

Euro RSCG, which previously handled ad duties in parts of Europe, added Eastern European and Latin American chores targeted at adults, families and teens. Euro RSCG also handles Danone’s Evian mineral water account in France, Hong Kong, the U.S. and U.K. A representative declined to identify the agencies within the network that will work on the biscuits assignment.

Y&R, which handles Danone’s yogurt business globally, won duties on biscuit products aimed at children in eight markets: France, Spain, Benelux, the Nordics, Russia, Czech Republic, Argentina and Brazil, said sources. The business will be driven out of Y&R Paris. Y&R declined comment.

Media duties on the account, which includes brands such as Pim’s, Jacob’s and Opavia, continues to be split between Carat and BCom3’s MediaVest.

Previously, the client divided creative duties geographically among several shops. The split decision followed a consolidated review that was limited to Y&R and Euro RSCG, sources said.