世界最大的浓汤制造商金宝汤公司(Campbell Soup Co.)日前统一将价值3亿美金的全球媒介策划和购买业务委任给GroupM旗下的Mediaedge:cia。那么也将影响到亚太区的业务,GroupM将拥有在澳洲、中国和印尼的新业务。而对原先持有澳洲业务的OMD将是重大流失。

金宝汤公司将继续巩固与MEC在香港、马来西亚、新加坡的现有业务关系。MEC纽约从1999年起就是金宝汤公司的代理商之一。

CAMPBELL TO CONSOLIDATE INTERNATIONAL MEDIA PLANNING AND BUYING WITH MEDIAEDGE:CIA

Campbell Soup Company (NYSE:CPB) today announced it will consolidate its international media planning and buying assignments with the global network of Mediaedge:cia (MEC). MEC is a leading media communications specialist company and part of WPP’s media investment management company GroupM.

The New York office of MEC has been Campbell’s agency of record for media planning and buying in the United States since 1999.

In 2005, Campbell purchased over $300 million in measured media to support its brands in markets around the world.

The new agreement will impact most non-MEC media buying and planning assignments that Campbell currently maintains in Europe, Asia-Pacific, North America and Latin America. The new assignments, by region, will be implemented in the following countries:

    —  In Europe, MEC is being assigned media buying and planning that supports Campbell operations in Belgium, France, Germany, Sweden and Finland.

    —  In Asia-Pacific, MEC will pick up Campbell's media planning and buying assignments in Australia (including Arnott's), Indonesia and China.

    —  In Mexico, MEC will pick up Campbell's media planning and buying assignment.

    —  In addition, Campbell will maintain existing relationships with international MEC agencies in Russia, Hong Kong,Malaysia, New Zealand, Singapore, Puerto Rico and Guatemala.

“Our decision to consolidate media planning and buying with the MEC global network was driven by our desire to improve the effectiveness and efficiency of our media spending globally,” said Colleen Milway, Campbell’s Global Media Director. “While we anticipate achieving economic efficiencies with these moves, we are excited to better leverage the international MEC network to replicate the type of strategic insights and business gains MEC has helped us achieve in the U.S. market. As the media marketplace continues to consolidate, we see the increased potential for global media deals with our top media suppliers.”

“We are extremely delighted that Campbell’s has decided to consolidate their media planning and buying with MEC around the world,” said Charles Courtier, MEC’s Executive Chairman, Global. “We are tremendously proud of our relationship, and the work we have provided Campbell in the U.S. and look forward to extending it throughout the network.”

Several of Campbell’s existing media buying and planning assignments will not be impacted by the planned consolidation. In Canada, OMD will continue to provide media planning and buying services. In the United Kingdom and Ireland, ZenithOptimedia will continue to provide media planning and buying services, until Campbell completes a strategic review of these businesses, which was previously announced.

Campbell expects the transition to be completed, in most countries, by August 1, 2006.

By: MBSTAFF


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