MediaCom pens Fonterra into its ledger—UPDATED

  • Media
  • March 10, 2014
  • Damien Venuto
MediaCom pens Fonterra into its ledger—UPDATED

In December last year, it was reported that OMD and MediaCom were involved in a pitching tussle for the Fonterra media account. And now, after several months of speculation as to where the account would go, the dairy producer has confirmed that MediaCom has won the pitch. 

Prior to vying for the New Zealand portion of Fonterra's media business, MediaCom won the company's $150 million media planning and buying business across ten markets in the Asia Pacific and Middle East, and Fonterra Brands NZ's director of marketing Craig Irwin admits that this played a part in the decision to shift the business from the incumbent.

"Mediacom are our regional media partner in Asia and there are additional advantages that come with that relationship," says Irwin.

But the director of marketing also added that this wasn't the only consideration that contributed to the account moving across to MediaCom.

"We undertook a thorough review process with a number of different elements and stages. [And] at the end of the process MediaCom has won the account," he says.

Although Fonterra's media spend has decreased substantially from the $31.5 million (based on ratecard value) recorded by Nielsen AIS figures in the 2010/2011 financial year, this is still a significant win for MediaCom.

In the 2012/2013 financial year, Nielsen recorded Fonterra's media spend at $19.8 million, up slightly from the $19 million spent in the year prior to that. 

Irwin says that MediaCom will formally take over the Fonterra account from 1 April, which will mark the first time the account has changed hands in seven years.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit