DAIRY FARMERS CONSOLIDATE MEDIA BUYING AT M2 UNIVERSAL
By Adnews Staff
Dairy Farmers of Canada has consolidated its media buying with M2 Universal. The assignment includes national media buying for butter, cheese and nutrition, plus media buying for milk and cream in Ontario, Quebec and the Maritimes. M2 Universal was hired following an agency review. Cossette Media, MBS, OMD and ZenithOptimedia were also considered for the consolidated account, which was previously spread among four agencies. The organization's creative and media planning assignments are not affected by this move. The agencies on those assignments include Cossette, Allard Johnson, BBDO and Hawk Communications. The media buying assignments for milk and cream in Manitoba, Saskatchewan, Alberta and British Columbia are likewise not affected, according to Marie-Claude Ethier, assistant director of marketing and nutrition communications for the Dairy Farmers of Canada.