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.