FrieslandCampina will start cooperating as of 2017 with MEC, Carat, Essence and Pervorm, which will be responsible for the media planning, media procurement and optimisation of the company’s consumer brands’ portfolio.
With these media agencies, the dairy company seeks to globally improve the effectiveness of its media and marketing investments and aims to lead in the digital arena of fast-moving consumer goods segment.
MEC will be responsible for strategic planning and off-line media buying for the FrieslandCampina business group Consumer Products Europe, Middle East & Africa and the business group Consumer Products Asia. The specialised digital media agencies Essence and Pervorm will deliver digital media planning and online procurement for these business groups.
Carat will be engaged for strategic planning, off- and online media buying and digital planning services for Business Group Consumer Products China and for Hong Kong.
FrieslandCampina is active in several markets with a broad range of products and brands. The brands of FrieslandCampina include global brands, such as Friso and Frico, as well as local and regional brands, such as Frisian Flag in Indonesia, Peak in Nigeria, Alaska in the Philippines, Rainbow in Saudi Arabia and the UAE, Dutch Lady in Vietnam and Campina in the Netherlands and Belgium.