Bel splits €150m global media between OMD and ZenithOptimedia

Bel Group: media business split between OMD and  ZenithOptimedia
Bel Group: media business split between OMD and ZenithOptimedia

Dairy product manufacturer Bel Group has handed the bulk of its €150m (£130m) global media business to OMD, with a small portion also going to ZenithOptimedia.

The French group behind the BabyBel and The Laughing Cow brands launched its media planning and buying review in June. The account had been divided between ZenithOptimedia, Carat and OMD.

Valérie Falciola-Borel, Bel Group global media director, has confirmed that Omnicom agency OMD had retained the UK account, which it has held since 2001, as well as the business in the US.

OMD also won the account for the rest of Europe from Aegis incumbent Carat, and has been engaged to handle "additional co-ordination functions within the group".

ZenithOptimedia has retained the Bel media business for the Middle East.

Both Carat and WPP-owned Mindshare had contested the business.

Follow Sophie Maden on Twitter @Sophie_Maden


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