In a major global shakeup of its media strategy, and after a competitive pitch, FrieslandCampina has selected Publicis Media as its new worldwide media agency partner.

Competitively, it has secured a mandate that encompasses strategic planning and media buying across both digital and traditional platforms.

The appointment follows an intense competitive review held earlier this year.

Publicis Media emerged victorious due to its proven ability to craft inventive, data-driven media solutions and its nuanced grasp of international consumer landscapes.

This decision ends FrieslandCampina’s longstanding relationship with Wavemaker, which previously managed the account in the Netherlands.

Publicis takes charge from 2026 in key APAC markets

Although the length of the agreement remains under wraps, it is understood that the partnership will officially commence in 2026.

Publicis will oversee comprehensive media operations across FrieslandCampina’s key global markets.

Globally, it includes significant territories in the Asia-Pacific region such as Hong Kong, China, Indonesia, Vietnam, Malaysia, the Philippines, and Thailand.

Strong financial performance drives momentum

This agency change coincides with a period of solid financial performance for FrieslandCampina.

The dairy cooperative reported a 6.4 percent increase in revenue for the first half of 2025, reaching €6.8 billion.

Despite a dip in sales volumes, operating profit surged by 20.6 percent to €363 million.

Gains were fueled by robust results in the specialised nutrition and ingredients divisions.

In addition, this is alongside cost-efficiency improvements achieved through the company’s “Expedition 2030” and “Performance+” initiatives.

FrieslandCampina anticipates economic headwinds

Looking ahead, FrieslandCampina anticipates a more turbulent second half of the year as global economic uncertainty weighs on consumer confidence and purchasing behavior.

In addition, foreign exchange volatility and softening commodity prices in the dairy sector are expected to exert downward pressure on profitability.

CEO expresses confidence in business strategy

CEO Jan Derck van Karnebeek remains optimistic, highlighting the resilience of FrieslandCampina’s diversified portfolio.

“The broad spread of our business across geographies, product categories, and sales channels continues to be our strength,” he said.

“While certain regions face headwinds, we’ve improved gross margins and generated strong operating cash flow.”

Company accelerates sustainability efforts

FrieslandCampina is also pushing forward on its sustainability agenda.

In the first half of 2025, the company made significant capital investments to modernize and decarbonize its operations.

Nevertheless, it includes the adoption of electric processes, circular water systems, and eco-friendly packaging in its Dutch facilities.

Also, it opened a major logistics hub in Malaysia, reinforcing its footprint in Southeast Asia.

On the environmental front, the company doubled participation in its regenerative agriculture pilot, now involving 60 dairy farms.

Moreover, its updated climate commitments received official endorsement by the Science Based Targets initiative, aligning with the goals of the Paris Agreement.

Publicis continues global winning streak

Publicis Media’s win adds another jewel to its growing crown of global account victories.

In recent months, it has also secured media duties for PayPal, Coca-Cola, Nespresso, Lego, Paramount, and Spotify underscoring the agency’s increasing dominance in the global media arena.

Strategic partnership signals forward-thinking shift

As FrieslandCampina sets its sights on future growth amid shifting market dynamics, its new alliance with Publicis Media signals a strategic pivot toward innovation, efficiency, and global integration in its brand communication efforts.

 

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