French multinational Danone has appointed Havas Group’s BETC as its new global creative agency following an extensive creative review initiated in October.
Managed by US agency R3, the review involved a meaty ten-strong initial list that was whittled down to three finalists following an RFI process and chemistry meetings at the end of November.
Having fought off both Wunderman Thompson and BBDO, Paris-based BETC will now be entrusted with the creative strategies for key global brands such as Activia, Actimel, Alpro, Evian, Volvic.
“Havas is honoured and proud to accompany Danone all over the world, in achieving their ambitions for food and health,” Havas chairman and CEO, Yannick Bolloré said.
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“We will mobilise all our assets – our talents, the strong integration of our businesses, our meaningfulness, and the power of the Vivendi Group.”
This latest win will greatly expand BETC’s sizeable portfolio, which already included a number of Danone’s early life and specialised nutrition brands. The new deal will see the agency take on the FMCG conglomerate’s water and essential dairy & plant categories.
BETC founder and president, Mercedes Erra added: “A long and beautiful story. Writing the next pages is going to be so exciting. My unwavering attachment to the Danone Group is stronger than ever and I am proud to be able to work with our teams for these brands among which some are not only iconic, but legendary and universal.”
