WSW tasked with stifling dairy fears

CHICAGO: Weber Shandwick Worldwide emerged from a five-way battle

last week with a one-year contract from the Dairy Management Institute

(DMI) to quell Americans' fears about mad cow and foot-and-mouth


'Things have changed for the agriculture industry,' said Jean Ragalie,

EVP of public and industry relations at DMI. 'We're now monitoring a

wide range of international activities. We want to be able to assure the

safety of US dairy products.'

A budget for the campaign has not yet been determined. Other finalists

pitching the account included Edelman PR Worldwide, Fleishman-Hillard,

Porter Novelli and Burson-Marsteller.

DMI also oversees the National Dairy Council and its 'Got Milk?'

campaign, handled by BSMG. According to Ragalie, the two campaigns will

be run separately.

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