Zenith has won a global pitch for the consolidated media business of dairy products company Lactalis. It is now the master agency partner across 75% of Lactalis’ markets. The remainder of the account, it is understood, is with Havas Media. According to industry sources, the incumbent on the business won by Zenith was the Dentsu Aegis network.
The win sees Zenith add eleven new markets including Canada, the UK and the USA even as it retains its existing business for Lactalis in Europe, the Middle East and Africa, Asia-Pacific and Latin America.
The agency will lead the media communications business from its headquarters in London, working with Lactalis centrally and locally.
Zenith’s global brand president Vittorio Bonori said: “We are absolutely delighted to become Lactalis’ master agency partner. This is a testament to our strong relationship with Lactalis and to Zenith’s approach to driving business growth as the ROI agency.”
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