Danone Picks Carat For North American Media
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Yogurt giant Danone Groupe has selected Carat as its new media agency in North America as part of an ongoing global media-agency evaluation in more than 20 global markets.
A spokesman for the U.S. division, known as Dannon, confirmed Carat as the winner, but declined further comment. The Dentsu-owned shop beat incumbent Havas and a team from WPP’s Group M, which were also believed to be involved in the pitch, which began in April. The U.S. division includes the namesake yogurt brand, Activia, Stonyfield and Evian water. Dannon spent $86.2 million in measured media across its portfolio from January through Sept. 30, according to Kantar Media.
Dannon in 2009 held its last global review, in which it retained Havas Media, then known as MPG, in North America. Carat had supported Dannon’s account in Canada before Havas took over all of North America in 2007.
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