Mediavest Spark chosen as media agency by Bel Group
French cheese marketer Bel Group, with brands including Laughing Cow, Boursin and Mini Babybel, has named Mediavest Spark as its media agency in the US and 19 other markets.
Mediavest Spark chosen as media agency by Bel Group
Mediavest Spark, a Publicis Media global agency, took over for OMD, which had previously handled the business. The account will be handled by Mediavest Spark’s Paris office, with other regional offices, such as Chicago, also handling some of the business.
According to a report by AdAge, the change of agency went into effect at the beginning of April. New US chief marketing officer Francis Perrin, apparently sent a letter to media partners, saying that (OMD parent company) Omnicom Media Group had been an “excellent partner” but “due to evolving needs, we have determined that Mediavest Spark will be the best partner for us moving forward.”
The US Bel Group business accounts for one-third of the $135m global media billings.
Y&R, a WPP company, will retain Bel Group’s creative account, which has seen promotions of Laughing Cow and new cheese dippers products.
The 20 markets named in the Mediavest Spark win are: Australia, Austria, Belgium, Canada, Czech Republic, Denmark, France, Germany, Greece, Italy, Netherlands, Norway, Portugal, Slovakia, Spain, Sweden, Switzerland, UK, Ukraine and the US.
Bel Group also recently announced that it has opened a new factory in Vietnam to ramp up production of its Laughing Cow brand cheeses.