Mediaedge:cia wins Danone media business

LONDON - WPP's Mediaedge:cia is set to retain Danone's £25m media business after winning a final head-to-head battle against Havas Media's MPG.

Danone media review
Danone media review

The French FMCG water and dairy company is expected to make an official announcement on Friday (16 October), when it will also announce the winners of 19 other local market media reviews across Europe.

The UK business, responsible for £25m of media spend last year, according to The Nielsen Company, has been held by MEC since October 2006. The WPP agency also holds local market accounts in Hungary, Romania and Turkey.

Elsewhere, Danone is not expected to consolidate its entire European media business into one network, but rather appoint GroupM and MPG to share the bulk of the business.

Omnicom’s OMD and Aegis Media’s Carat could also retain some markets in central and Eastern Europe, although this is yet to be confirmed.

No one from MEC or Danone was available for comment.

The anticipated reappointment of MEC in the UK ends a five-month review process.

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