According to German trade industry reports, a decision is expected to be made at the company's Paris headquarters by May 13. Danone Chairman Franck Ribaud initiated the presentation.
Until now, Danone has used four agencies Saatchi & Saatchi, Grey Advertising, BDDP Group and Y&R, which handled the lion's share of the dairy business - in its various markets around the world. In Germany, it used all four.
Now it has decided to consolidate its dairy products advertising. BDDP, represented by TBWA, Grey and Y&R were invited to compete in a screening and strategic pitch; Danone was particularly interested in how the agencies were performing in Latin America and Eastern Europe and in several single markets, especially Germany.
It's unclear whether the ousted agencies will be compensated with business from Danone's other product categories.
Copyright May 1998, Crain Communications Inc.