“Got Milk?’ Goes to Graham

Acquires Media, PR, Promos in Louisiana
NEW ORLEANS-The Graham Group recently beat out two other competitors-including the incumbent agency-for the Louisiana Dairy Promotion Board’s “Got milk?” account.
The Lafayette, La., agency competed for the $600,000 account against Peter A. Mayer Advertising here and incumbent Sides & Associates, also located in Lafayette. The year-long contract, which begins July 1, includes two one-year renewal options.
Graham, whose nearly $22 million in billings makes it the second-largest shop in Louisiana behind Mayer, included in its pitch a print ad of a half-bitten graham cracker and the tagline, “Get Graham.”
Graham, which works with Mayer on the state tourism account, will handle statewide media, public relations and promotions for the national “Got milk?” campaign first produced in 1997 by Goodby, Silverstein & Partners, San Francisco, for the California Milk Processor Board.
Graham also maintains offices in New Orleans, Baton Rouge and Shreveport, La.
“Our strength in statewide media planning and localized promotional support [with] a multi-office network were the keys to landing the account,” said agency principal George Graham. “We have the media and promotional resources to maximize . . . this campaign.” -Janet Plum