MediaReach OMD wins FrieslandCampina Wamco media account 

MediaReach OMD Ghana has won the multi-billion dollar FrieslandCampina Wamco media business in ten major African markets.

Impeccable industry sources revealed to MARKETING EDGE that the top most media shop won the account after a very competitive bid by at least four agencies with local partners in Ghana. Prominent amongst the agencies which global partners participated in the pitch were Algorithm Mindshare, a WPP affiliate and Mediafuse Dentsu Aegis Network.

It will be recalled that Mediafuse Dentsu Aegis is the incumbent handler agency for Friesland Campina media business in Nigeria as the agency was awarded the account earlier this year after almost three years at Algorithm Media.

It was gathered that the pitch took place in Ghana. The markets in contention for this account win are Ghana, Kenya, Cote D’voire, Zambia, Senegal and Cameroon, amongst others.

MARKETING EDGE gathered that all the agencies that took part in the pitch were said to have performed excellently as they were said to have produced impressive work both strategically and creatively. But MediaReach was adjudged to have shown greater depth in their ideas – attacking the brief with breathtakingly fresh perspective and a great grasp of the strategic challenges.

It was gathered that the leading dairy company resolved to call for the pitch after an audit of the current agency handler in terms of return on investments. There are very strong indications that the company has been demanding more in terms of value on its investments.

This development makes MediaReach OMD the third agency that has handled the account since November 2018. The company’s media brief in Nigeria had in recent times moved from Red Star Media to Algorithm and then back to Red Star. Some other agencies that have worked on the company’s media account are Initiative Media and Media Perspective.

This important account win is another major boost on MediaReachOMD’s brand portfolio. The agency has recently won Oppo media account, after an intense bid contest that pitched it against several other notable agencies.

A top agency source at MediaReach OMD confirmed the account win, stating that the feat was an indication that the client knows what it wants to achieve by selecting the best agency. Not only that, the source stated that the winning of the dairy brand’s media business was a fore-taste of what will happen soon in the Nigeria market.

However, our authoritative industry source insisted that MediaReach OMD Ghana has indeed won the media business while it is believed to be hoping to warehouse the dairy media briefs entire business in Africa in not too distant future.

FrieslandCampina WAMCO Nigeria PLC is Nigeria’s foremost dairy company and an affiliate of Royal FrieslandCampina in The Netherlands, one of the largest dairy groups in the world. FrieslandCampina WAMCO Nigeria has various brands who are leaders in their categories, including Peak Milk, Three Crowns and Peak Yoghurt.

Rated the number one agency in Nigeria by Recma, MediaReach OMD has revolutionised media advertising business in Nigeria by focusing on developing and providing world class media planning and buying services to leading international clients across this sub-region.

In the first year of operation, MediaReach OMD changed the face of media practice in Nigeria by initiating standards to ensure unprecedented high media compliance by media owners and prompt payments for placements implemented. MediaReach OMD has also championed the launch of media planning data and tools like MediaFact.

MediaReach OMD is affiliated with OMD, the global media advertising company of Omnicom. Omnicom is arguably the world’s largest marketing communications network, with offices in over 80 countries. This affiliation places at its disposal the global capabilities of OMD to the benefit of the agency’s local & international clients and their brands.

The agency Network which operates in more than 100 countries, with 11 000 employees has a global billing of over $42.3billion.


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