TN Media wins, Burnett loses in Dairy Management Inc. switch

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Dairy Management Inc., Rosemont, Ill. is consolidating media buying for cheese and milk at True North Communications' TN Media. The move was expected. The shift relieves Leo Burnett USA, Chicago, of $50 million in combined media billings on the business. Burnett won the cheese creative from Grey Advertising, New York, last August, and will retain creative. DMI licenses the "Got milk?" tagline, created by Goodby, Silverstein & Partners, San Francisco, from the California Milk Processor Board. DMI and the National Milk Processor's Education Program announced plans earlier this year to pool their budgets into a single $180 million war chest. TN sister shop Bozell Worldwide, New York, is the MilkPEP agency and the creator of that group's "Milk mustache" campaign.

DMI said Burnett and Bozell were consulted earlier this year on a project to evaluate cost savings from a consolidation; a resulting experimental print buy for cheese from Bozell saved DMI nearly $500,000, or "10% of the cheese advertsiing budget." A DMI spokeswoman said Burnett retains $30 million in billings on cheese creative and receives a commission it won't disclose on those billings. Burnett also continues to handle $15 million in DMI billings, mainly for spot buying, under individual contracts with eight regional DMI organizations, she said.

Copyright July 1998, Crain Communications Inc.

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