OMD wins £170m Sara Lee account

OMD has picked up the £170m pan-European Sarah Lee International account, a move that will see the Omnicom-owned agency plan and buy the company's business across 17 countries.

ZenithOptimedia previously held the £13.4m UK business but it pulled out of the race in September, leaving OMD and Carat to battle it out for the account.

OMD already holds the business in five of the European territories. It will take charge of the consolidated operation in January next year.

Sarah Lee International is made up of three divisions - food and beverage, household and bodycare, and branded apparel. These divisions run a range of brands such Brylcreem, Radox, Sanex, Ambi-Pur and Douwe Egberts. SLI also owns the Wonderbra and Playtex clothing brands.

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