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.
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