Agency charged to develop marketing communication campaigns to help
increase milk consumption across Western Canada
VANCOUVER, July 4, 2012 /CNW/ - Milk West, a new partnership comprised
of Alberta Milk, BC Dairy Association, Dairy Farmers of Manitoba and
SaskMilk, today named DDB Canada's Vancouver office as its Agency of
Record (AOR). DDB Canada was named AOR following a competitive pitch
process involving nine other agencies that started in April 2012.
Together, Milk West and DDB Canada commence work immediately developing
marketing communications across the west to help increase the
consumption of fluid milk.
"We are thrilled with our decision of choosing DDB Canada and are
excited to get started on this new venture as a unified Milk West
partnership," says Katherine Loughlin, market development manager,
"The team at DDB Canada impressed us with their solid understanding of
our business, and the clever long-term strategy they presented to help
increase fluid milk consumption across Western Canada," adds Anita
Medl, marketing manager, SaskMilk.
Recognizing the inherent strengths in working together as a cohesive
group, Milk West was developed in response to dairy producers wishing
to create efficiency and effectiveness in milk marketing communications
across the west. With each provincial organization having equal
status, the team includes a variety of professionals with expertise in
various areas of marketing communications. Most recently, Dairy
Farmers of Canada (DFC) joined this relationship to develop an English
Canada milk campaign.
Prior to the decision to choose one AOR for the Milk West partnership,
BC Dairy Association held a 10-year agency relationship with DDB
Canada, and the three Prairie Provinces or P3, (Alberta, Manitoba and
Saskatchewan), held a 10-year agency relationship with Dare/Cossette.
"We are extremely proud and honoured to have worked with Dare/Cossette
for so many years. They created great award-winning work that
generated measurable results for us at P3," says Jason Brandes, market
development director, Dairy Farmers of Manitoba.
All parties in the Milk West partnership have enjoyed agency
relationships that span a decade or more; testimony to their belief in
the power of a long term, mutually respectful and beneficial
relationship with an agency partner.
"It is our intention to enter into a new agency relationship with DDB
Canada," says Liz Gurszky, Marketing Director, BC Dairy Association.
"From the outset, this process was viewed as an opportunity to set a new
path for the future of the four western provinces, not a continuation
of past relationships and working arrangements," adds Robin Smith,
executive director, BC Dairy Association.
"We are proud to have been named 'Agency of Record' for Milk West," says
Lance Saunders, executive vice president managing director, DDB
Canada. "Turning milk consumption around is an interesting and unique
challenge and we are honoured to have the opportunity to demonstrate
that we can do it."
About Milk West:
The Milk West Marketing Partnership (MWMP) is comprised of Alberta Milk,
BC Dairy Association, Dairy Farmers of Manitoba and SaskMilk. Recently
dairy farmers in these four western provinces approved the partnership
to develop marketing communications campaigns across the west in order
to build the consumption of fluid milk.
About DDB Canada:
DDB Canada is the most creatively acclaimed, internationally recognized marketing
communications agency in Canada. Known for advertising that generates
significant results for clients, DDB Canada is a "total communications
company" whose fundamental belief is that creativity is the most
powerful force in business. DDB Canada has offices in Vancouver,
Edmonton, Toronto and Montreal. The agency's integrated groups include:
DDB Kid Think (youth marketing), DDB Public Relations, Tribal DDB
(digital), Karacters Design Group, Rapp Canada (direct), Radar DDB
(social media), DDB Hodes Recruitment Communications (recruitment
marketing) and Shopper DDB (shopper marketing).
SOURCE DDB Canada
For further information:
Director of Corporate Communications, DDB Canada