Dano Milk throws open media pitch

Dano Milk, a premium dairy brand on the stable of Arla foods has thrown open a competitive pitch for its multi-million naira media advertising account.

The media pitch which was thrown open October this year is a straight fight between two young media agencies, namely Phd Ltd, a second line agency of MEDIAREACH OMD and Vizeum, a subsidiary company of Carat Media Fuse Aegis Dentsu Network.

Although three agencies were said to have been involved at the initial stage, the two agencies were said to have remained in contention following the initial screening and presentations.

Impeccable industry source revealed to MARKETING EDGE online that the result of the final pitch presentation may be announced before the end of the week.

The current move by Dano, a premium brand on the stable of Arla Foods, is not unconnected with the brand’s strategic plan to fully tap into the Nigerian market by challenging hitherto market leaders through aggressive and proactive marketing.

Presently, Dano Milk media account is being handled by Phd Ltd, but the arrival of Arla Foods into the Nigerian dairy milk market with huge investments necessitated the need to aggressively up the game for Dano which had hitherto remained an underdog in its market segment over the years.

Similarly, the latest move by Dano to review its media agency is a consequence of the recent global review of the business in Eleven (11) European countries. The global media account review contest witnessed fierce competition between Carat Media, MediaReach Omd and Mediacom.

At the end of the hotly competitive contest, Carat Media emerged winner while others lost out. It was the Europe review that motivated Arla to conduct a sub saharan African pitch for Nigeria and Ghana.

Authoritative industry sources confided in MARKETING EDGE online that the Dano owners are presently engaged with the commercial bid with a view to wrap up the costing.

It will be recalled that Arla Foods, a Swedish – Danish dairy company, the fifth biggest dairy company recently entered the Nigerian market with a view to establish its presence as well as slug it out with competitors which had for long enjoyed unrivalled dominance and competitive advantage in Nigeria.

Home to some of the UK’s leading dairy brands, including Cravendale, Anchor, Lurpak and Castello, Arlo Foods UK supplies a full range of fresh dairy products to the major retailers and food services customers.

Not only is Arla the UK’s number one dairy company, by turnover and milk pool, it is the largest supplier of both butter and spreads and cheese in the country. The business has a yearly combined milk pool of circa 3.2 billion litres and a turnover in excess of £2 billion.

Making 4,000 deliveries to stores and regional distribution centres each day, Arla has the UK dairy industry’s largest milk pool, comprising 3,200 farmers, spread geographically throughout the country.

Arla’s milk pool is made up of three groups, Arla Milk Link (AML), Milk Cooperative (AMCo) and Arla directs.

Behind this leading business is a team of circa 4,000 employees across the UK located at its dairies, distribution centres and head offices.