Paulo Andreoli, the agency's CEO said the agency was hired following a recommendation from a top level executive of another client. Danone's PR in Brazil was previously handled by X-Press. 'We rarely take part in pitches. Most of our new accounts are the results of recommendations, as was the case with Danone,' said Andreoli.
The agency will offer a package of services including media relations, community relations and crisis management.
Fernanda Dabori will head a team which includes Marielza Angelli and Fabiana Trebilcock, reporting to Danone's intelligence market and communications manager Albert Bendicho, and ultimately to the company's president Gustavo Valle.
Danone entered the Brazilian market in 1970 and currently has two plants in the country, focused on yoghurt products.
Paulo Andreoli controls 75% of the share of Angdreoli/MS&L, which is based in Sao Paulo. Clients include Masterfoods and Sodexho, ericsson and Goldman Sachs.