Say Cheese

Goodby, Silverstein & Partners is hoping to add a big hunk of cheese to go with that tall glass of ‘Got milk?’ the agency currently enjoys, according to sources.
Sources said executives at the San Francisco shop are hoping to move in on Dairy Management Inc.’s $50 million cheese account, which incumbent Leo Burnett, Chicago, resigned last week.
Goodby and DMI are no strangers. A few years back, DMI struck a licensing deal with the California Milk Processor Board to run the latter’s award-winning ‘Got milk?’ campaign, created by Goodby, nationwide. In 1997, DMI asked Goodby to create ‘Got milk?’ ads directed at kids, which led to the “Kid’s Milk World” campaign about “milk deprivation” from a youngster’s point of view.
DMI executives said they will begin a capabilities review of agencies in several weeks. Should Goodby win the account, its combined dairy-related business would total at least $70-80 million, not counting its recent $10-15 million assignment from Dreyer’s Ice Cream.
–Jane Irene Kelly