Publicis Adds Yoplait in U.K.

LONDON Publicis said it has added Yoplait yogurt, with nearly $12 million in billings, for advertising chores in the U.K.

The Publicis Groupe namesake shop bested the incumbent, Interpublic’s McCann Erickson, to pick up the business.
The move comes after Yoplait’s restructuring of its U.K. operations. Yoplait — which also works with Publicis in other European markets including France — eliminated the U.K. marketing director’s role and moved oversight of its U.K. business to Stephane Dalvac, the sales and marketing director of Yoplait’s French operations. Dalvac is also a member of the management team — based at the French brand’s Boulogne-Billancourt headquarters — that has sweeping sales and marketing responsibilities in foreign markets.
Yoplait is sold by franchisees around the world and the restructuring of its U.K. operations comes after its U.K. partner, Dairy Crest, sold its 49 percent stake in Yoplait Dairy Crest in March to the French company.