Danone Global Media In Play

Havas is North America shop

After rumblings for almost a year, Danone has confirmed industry speculation and announced a global media agency review which includes 23 markets around the world, according to sources.

Danone's global measured media spending could not immediately be determined. In the U.S., where Danone markets products like Dannon and Activia yogurt and Evian bottled water, it spent $83.1 million in measured media last year, according to Kantar Media, and nearly $81 million in 2011.

Havas Media handles the business in North America while Omnicom Media Group and WPP’s GroupM agencies work for the marketer in other parts of the world. A Dannon rep could not be reached.

Danone last reviewed its media agency relationships in 2009, with the U.S. incumbent Havas Group’s MPG retaining the business. In January, Havas restructured its media operations and rebranded MPG, folding it into the French holding company’s Havas Media.

In December, Paris-based Danone, the world’s biggest yogurt maker, said it was embarking upon a cost reduction program and blamed the continuing economic downturn in Europe and “significant decline” in sales of its products there.