MPG and MEC go head to head for £25m Danone UK business

The two incumbent agencies are left vying for the dairy and water giant, after Omnicom's OMD pulled out of the competition to concentrate its new business team elsewhere.

No one from OMD was available for comment.

Danone began a review of its European media planning and buying requirements in May and invited its four roster agencies, OMD, MEC, MPG and Carat to repitch for the business.

Aegis Media's Carat declined to take part in the process in the UK from the outset.

However, all four agency networks are still involved in pitches for the company in other parts of the pan-European business, said to span 20 markets.

The UK business, responsible for £25m of media spend last year according to The Nielsen Company, has been held by Mediaedge:cia since October 2006.

Danone brands include Activia yogurt, Actimel, Clover and Evian.

This article was first published on mediaweek.co.uk