Agency to Handle Wide Range of Milk Products, Beverages
Dairy Partners Americas (DPA) has named FCB as its exclusive agency for marketing communications services in Venezuela,
Argentina and Brazil, with plans to expand across the region.
The announcement was made today in Sao Paulo by Hugo Lantheman, CEO of DPA Latin America. The assignment is effective
immediately. Billings level was not disclosed.
DPA was created in January 1st, 2002 by an alliance of Nestle S.A. and New Zealand's Fonterra Cooperative Group Ltd.
"I'm delighted we have been chosen to serve this dynamic organization," said Brendan Ryan, Chairman and CEO of FCB
Worldwide. "They have terrific opportunities and we have just the people and the resources to help them achieve their
objectives."
While the FCB effort was spearheaded by teams from Latin America, resources were marshaled from across the FCB
worldwide network, including teams from FCB operations in Europe, Asia, and North America, to win the business.
The DPA alliance, which is already active in Brazil, Argentina and Venezuela, is implementing a number of joint
ventures in the dairy field in the Americas on a country-by-country basis in the near future. FCB will create all
advertising and marketing communications for products cover a wide range of dairy products, including chilled dairy and
juices as well as liquid milks under existing brands of the two partners.
FCB will support DPA's efforts by creating marketing communications aimed at achieving sales growth in new and existing
markets.