FMCG business FrieslandCampina, which sells Yazoo in the UK, has picked Essence to handle its digital media in key markets as part of a global review that saw it retain the services of GroupM, Carat and Pervorm.
The agency roster is understood to be worth £100m and spans the company’s EMEA and Asia markets. Responsibilities have been split between WPP’s GroupM and Dentsu Aegis Network-owned Carat.
Essence, which was acquired by WPP in 2015, will be the only new agency on the roster when it starts managing media across EMEA and South East Asia from January. The digital outfit will share FrieslandCampina’s media responsibilities with programmatic specialist Pervorm.
Elsewhere, GroupM and MEC retain oversight of the company’s cross-channel strategy, which includes offline planning and buying for the EMEA and South Asia regions.
Similarly, Carat will handle the China and Hong Kong markets as well as provide digital media expertise for the former.