France-based dairy-product giant Lactalis has selected Zenith following a global pitch for its consolidated media business. As master agency partner, Zenith will manage 75% of Lactalis’ markets.
The win sees Zenith retain all its existing markets in EMEA, APAC and Latin America while taking on 11 new ones: Austria, Canada, Colombia, Denmark, Finland, Middle East, Norway, Spain, Sweden, USA and UK.
The €16 billion (US$18.18 billion) company claims to be the world's top cheese manufacturer and controls brands including Président, Galbani, Lactel, Bridel, Ambassador, Seriously, Picot, Valbreso and Pride.
Zenith will coordinate the account out of its London office, which also led the pitch.
In APAC, the retained markets and brands are:
- Australia: Breaka, Fonterra, Galbani, Ice Break, Lemnos, Oak, Parmalat, Pauls, Pauls Zymil, Président, Vaalia
- China: Président
- Hong Kong: Lactel, Président
- India: Anik, Président, Tirumala
“We are absolutely delighted to become Lactalis’ master agency partner," Vittorio Bonori, Zenith's global brand president, said in a release. "This is a testament to our strong relationship with Lactalis and to Zenith’s approach to driving business growth as the ROI agency.”