MediaCom has extended its relationship with McCain to include six more European markets after a competitive pitch.
The media agency, which has worked with the frozen food giant in Germany since 2005, will also provide media services in Belgium, France, Italy, Poland, Russia, and Spain. It is believed that Carat was the incumbent in France. PHD's position as the UK incumbent is unaffected.
The win follows MediaCom's other successful pan-European consolidation this year in which it retained the Goodyear Dunlop pan-European business in October.
MediaCom teams will start working on the business on January 1, 2013, with all six new countries transferred from their previous agency by the end of the first quarter of next year.
“We would like to thank our previous media partners and are now looking forward to working with MediaCom on our new communications journey,” said Barbara Galli, European marketing director for retail at McCain. “MediaCom's competence and professionalism will be a key driver for brand growth and establishing a better relationship with our consumers.”
"MediaCom share our values and goals, and we see them as a sound partner to help us face the challenges of a continuously evolving media landscape,” she added.
"We're delighted to be working with a world famous brand like McCain,” said Nick Lawson, chief executive of MediaCom EMEA. “Our German team as clearly demonstrated the MediaCom advantage, and our teams in all six new markets will be working hard to ensure that we provide the same level of strategic insight and efficient buying."
This article originally appeared on the website of Campaign, the sister publication of PRWeek at Haymarket Media.