Magazine article Marketing

Danone Rethinks Global Biscuits Arrangements

Magazine article Marketing

Danone Rethinks Global Biscuits Arrangements

Article excerpt

Danone is reviewing its global biscuit advertising account. Euro RSCG Wnek Gosper currently runs the UK's Jacob's Bakery account.

Veronique Bourez, Danone's Paris-based marketing director for biscuits worldwide, confirmed she was reviewing ad arrangements. Bourez said she would make a decision in about six weeks' time, but she refused to say which agencies she was talking to, or whether Euro RSCG was involved.

However, according to sources, Danone is looking to consolidate all its European biscuit advertising-including French brand Lu and Jacob's-into one of its pan-European roster agencies. These are Saatchi & Saatchi, DDB and Young & Rubicam.

In the UK, Rainey Kelly Campbell Roalfe/Y&R runs the accounts for Danone yoghurt brands Actimel and Bio Activia, while BMP DDB holds the Volvic water brand and Euro RSCG handles Evian, Badoit and Jacob's Bakery.

Euro RSCG won the then-[pound]6m Jacob's Bakery account from McCann-Erickson in August 1995. Brands in the Jacob's portfolio include Jacob's Cream Crackers, Twiglets, Trio, Ritz and Club.

Willox Ambler Rodford Law handles all below-the-line promotion. …

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