NEWS: Dairy deal dries up for Edelman

The National Dairy Council (NDC) is to axe Edelman PR, its consumer PR adviser of ten years. Instead it will focus entirely on public affairs following budget cuts and industry crises including the BSE scare.

The National Dairy Council (NDC) is to axe Edelman PR, its consumer PR

adviser of ten years. Instead it will focus entirely on public affairs

following budget cuts and industry crises including the BSE scare.



The agency’s four-strong account team will stop work on the council’s

health education campaigns at the end of the month. The account was

worth an estimated pounds 200,000 in fees.



Edelman’s smaller public affairs brief for the NDC, worth around pounds

100,000, will pass over to rival consultancy Brook Wilkinson.



Agency principal Rosemary Brookhas acted as the NDC’s strategic PR

adviser for 10 years - first as a director and chief executive at

Edelman and then one day a month at her own agency.



The NDC was among Edelman’s biggest accounts, with campaigns including

the promotion of doorstep milk delivery and, more recently, a healthy

eating drive called Making Sense of Food.



However, funding cuts caused by a two-year restructuring of the dairy

industry, prompted the NDC to phase out its generic consumer PR and

advertising programmes.



The dairy industry has also faced numerous crises over the past few

years such as salmonella, listeria and BSE. Consequently, the NDC has

opted to hire an agency to monitor health, environment and public policy

issues on a full time basis.



Edelman’s consumer affairs director Tim Kaye said there was ‘no

question’ of redundancies over the account loss.



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