Parmalat Seeks New Shop

Milk products marketer Parmalat USA has contacted four shops in its search for a new advertising agency.
Adriano DiPetrillo, marketing director for Parmalat, confirmed the review and said he hoped to pick a shop this month. He declined to name the contenders. Sources said the review was prompted by changes in management.
Parmalat is seeking a shop to handle both creative and media duties. In the past, the account was split between creative incumbent MgM & Partners and Corinthian Media, both in New York. MgM was invited to participate but declined, agency officials said. MgM had worked for the Teaneck, N.J., client since 1983.
MgM’s work sought to appeal to children and adults alike. A 1995 TV spot for Shake-A-Shake flavored milk featured a group of 10- to 12-year-olds playing street hockey in an urban setting. The tagline: “Shake A Shake: It’s delicious, it’s fun, it’s the drink for your taste.”
MgM’s most recent campaign, from 1997, played on the success of the “Got milk?” ads. MgM’s tag was: “Parmalat. Now you got milk. Always.”
Billings for the account are estimated at $3 million–far more than the company has spent in recent years. Parmalat spent less than $1 million on advertising between January and November 1997, according to Competitive Media Reporting.
In addition to shelf-stable milk, Parmalat markets tomato sauce and soup. The company is headquartered in Italy; it also has a dairy division located in Atlanta.

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