Danone Eyes 4 Media Shops

NEW YORK Four shops are competing in Groupe Danone’s U.S. media planning and buying review, including the incumbent, WPP Group’s MediaCom, according to sources.

Omnicom Group’s PHD, Aegis Group’s Carat and Havas’ MPG are also in the hunt, per sources.

The Paris-based yogurt maker spent $75 million in domestic measured media last year, according to TNS Media Intelligence.

The client confirmed the review last month, but would not disclose the contending shops [Adweek Online, May 19]. “It’s a closed review. It is under way,” a company representative said at the time.

The pitch is the latest step in a country-by-country media appraisal the company started last year. “This is part of a periodic review that takes place as we analyze the best options for media planning and purchasing,” the rep said.

Presentations are scheduled for mid-June; Danone expects to make a decision by late July or early August, sources said.

Danone could not immediately be reached; the agencies either could not be reached or declined comment.