The dairy company behind food brands including Lurpak, Arla brand, Castello and Cravendale entrusts global expansion Arla brand brief to Havas Worldwide London into the LATAM, Africa and South East Asia markets
Arla Foods has appointed Havas Worldwide London as the creative agency hub set to build its Arla brand across categories in emerging markets. This follows a competitive pitch between Havas Worldwide London and DLKW Lowe.
Wieden + Kennedy currently handles the global advertising account for the Arla brand, Lurpak and Cravendale (local UK). W+K’s is still the lead agency for the Arla brand globally – being responsible for strategy and master campaign guidelines, with the Havas Worldwide network brought in to focus on emerging markets. Havas Worldwide London will be running the Arla brand account centrally, partnering with teams in its healthcare network across Sao Paulo, Singapore and South Africa.
W+K did not participate in the pitch for this business as Arla wanted representation in markets where W+K are not present.
The role of an emerging markets agency is newly created by the Arla brand and will focus initially on LATAM, Africa and South East Asia. The short term scope calls for delivery of six campaigns, including TV.
Daniel Floyed, Managing Partner at Havas Worldwide London, commented: “We’re very excited with this win, Arla is a company we’ve always respected, as they share our values and passion for purpose driven brands. We’ll be putting our creative council to work straight away to meet the challenge of extending this already strong brand into emerging markets.”
Jan Worre Pedersen, Head of Global Media & Agency Management at Arla Foods, continued: “We are very confident that in Havas we have a highly strategic and creative partner that is as equally ambitious with our vision as we are. The agency passionately detailed how they’ll convey local nuances across our emerging markets and build the Arla brand through meaningful campaigns.”