Fonterra Goes to BBDO, OMD

NEW YORK BBDO has confirmed winning an international pitch for creative duties on Fonterra Brands, which sells dairy products such as fortified milk, yogurt and cheese.

The New Zealand-based company spends an estimated $120 million in measured media in Asia, Australia and New Zealand, sources said.

The assignment will be led by BBDO’s office in Singapore, which will oversee work for those markets.

Fonterra’s labels such as Anchor & Fernlead, Anlene, Anmum, Mainland and Tip Top are expected to roll out in other markets over the next two years, sources said.

Publicis Groupe’s Saatchi & Saatchi, WPP Group’s Ogilvy & Mather and Interpublic Group’s Draft FCB were the incumbents on the account in the various regions.

In the pitch, Omnicom Group’s BBDO, also a client roster shop, bested WPP’s Young & Rubicam, which was the other finalist, per sources.

Media chores were also part of the pitch, with the client consolidating that portion of the account at Omnicom’s OMD from various incumbents.

“Fonterra Brands is focused and ambitious. We’re excited to be chosen as their partner,” said BBDO worldwide CEO Andrew Robertson.

Fonterra is BBDO’s second large win in the region in three days. On Monday, Procter & Gamble said it awarded Asia-Pacific ad duties on its Gillette brands to BBDO [Adweek Online, July 31].

The agency network now adds Gillette in China, Hong Kong and Taiwan (in its Shanghai office); Asia and India (in Singapore); and Japan (in Tokyo).

Ogilvy & Mather and IPG’s McCann Erickson had previously handled those assignments.