Danone set to consolidate its creative business with Havas Group’s BETC

By Joseph Ekeng

Danone, one of the global leaders in dairy production, has concluded plans to consolidate most of its global creative business with Havas Group’s BETC.

Some of Danone’s global brands include Evian, Activia and Silk, along with yogurt brands including Danone, Dannon and Oikos.

However, in Nigeria and some other West African markets, Danone operates through its subsidiary Fan Milk International which it acquired in 2013, alongside Dubai private equity firm Abraaj Group.

The deal was worth $26.3 million.

What does the global realignment mean for the Nigeria creative landscape?

Almost five years ago, Boomerang Communication Solutions Ltd, a 360-degree Integrated Marketing Communication (IMC) firm based in Nigeria, announced their partnership with Havas Africa, a subsidiary of Havas Group.

The Nigeria agency has since then been known as Boomerang Havas Africa. Depending on the nature of the partnership between the two agencies, Boomerang could become the new owner of the Fan Milk International creative account in Nigeria.

That would be a major boost to Boomerang’s portfolio because Fan Milk International is one of the top dairy product manufacturers in Nigeria.

Danone ranks as the world’s No. 99 advertiser with estimated ad spending of $1.25 billion in 2021, up 4.2% from 2020, according to Ad Age Datacenter estimates.

In 2022, Danone posted worldwide sales of $29.2 billion, with the U.S. accounting for 22% of that total.

Media reports state that the review process was conducted by R3


Leave a Reply

Your email address will not be published. Required fields are marked *


    No comments found.