Danone is set to consolidate most of its global creative business with Havas Group’s BETC.
Danone which is one of the global leaders in dairy production marketing brands includes, Evian, Activia and Silk, along with yogurt brands including Danone, Dannon and Oikos.
Ad Age reports, it is possible that some local brands may remain at Danone’s existing agencies, though that could not be determined at press time.
According to Ad Age, R3 was believed to have conducted the review. R3, Havas and Danone weren’t immediately available for comment.
Danone ranks as the world’s No. 99 advertiser with estimated ad spending of $1.25 billion in 2021, up 4.2% from 2020, according to Ad Age Datacenter estimates. In 2022, Danone posted worldwide sales of $29.2 billion, with the U.S. accounting for 22% of that total.
Danone has previously worked with multiple agencies over the years such as independent Orchard for Silk and Oikos, and Ogilvy’s David for its Two Good and Activia brands. The company has also worked with indie Wieden+Kennedy and WPP’s VMLY&R.
Breaking it down in Nigeria, Marketing Edge says, What does the global realignment mean for the Nigeria creative landscape? The global realignment for the Nigeria creative landscape
Says, almost five years ago, Boomerang Communication Solutions Ltd, a 360-degree Integrated Marketing Communication (IMC) firm based in Nigeria, announced their partnership with Havas Africa, a subsidiary of Havas Group.
It says, the Nigeria agency has since then been known as Boomerang Havas Africa. Depending on the nature of the partnership between the two agencies,
Marketing Edge reports, Boomerang could become the new owner of the Fan Milk International creative account in Nigeria.
That would be a major boost to Boomerang’s portfolio because Fan Milk International is one of the top dairy product manufacturers in Nigeria.
Nigeria and some other West African markets, Danone operates through its subsidiary Fan Milk International which it acquired in 2013, alongside Dubai private equity firm Abraaj Group.
