The move follows a six-month review of the food marketer’s European media buying and planning in 17 markets, including Russia. The work had been held by a number of agencies from various holding companies.
Economies of cost
In a statement, the marketer said the review was driven by a desire to better coordinate and align media operations and to create more economies of costs. The change is effective January 2006.
Sara Lee International, based in the Netherlands, encompasses the marketer’s coffee, tea and bakery business outside North America, as well as its worldwide household and body-care operations. Its brands include Douwe Egberts coffee and Pickwick tea, Natreen sweeteners and Sanex body-care products.