![]() ![]() While its A&P spend was flat in 2021, putting “more media” behind some brands led to growth and share gains, the company noted.ĭanone did not respond to an invitation for comment about its media review. Wavemaker declined to comment. Wavemaker is Southeast Asia’s leading venture capital firm investing in early-stage enterprise, deep tech, and sustainability companies that offer innovative solutions and significant value. Our investments in that area will enable us to catch up, to become again competitive in the marketplace.” “We will create the visibility our brands deserve to communicate on their superiority and differentiation. “We will make sure that our brands get at least their fair share of voice. “We have been underfunding our brands, running on too little A&P,” he said. Juergen Esser, chief financial, technology and data officer, explained the business case to “reinvest” €300 million in A&P in the next two years. The company needs “consistent” investment in its brands, including in its central brand marketing team, and a broader cultural “reset” to drive growth and innovation, according to de Saint-Affrique. Wavemaker, headquartered in London, England, and established in 2002, is a media. In an unusually frank presentation to investors in March, the company told analysts it was operating in “healthy, on-trend and growing categories” and yet “we have underperformed our categories and peers” since before the pandemic.ĭanone said it reduced its advertising and promotion (A&P) spend by 20% between 20 and cited numbers that showed it had a negative effect on its share in key markets such as France and the UK.Īntoine de Saint-Affrique, the chief executive of Danone since September 2021, said: “We have been for years structurally under-investing behind our brands.” Advertising & Marketing United Kingdom 3,028 Employees. The weekly training will kick off in the last week of April. The decision to consolidate its media is part of a wider shake-up at French-owned Danone. ![]() However, China was not part of the review. It is understood that the WPP agency added digital duties in Europe, the Middle East and Africa and won media duties in other key regions including south-east Asia and Latin America. Wavemaker already handled media for Danone in some key markets including the US and Europe and several other global agency groups were also incumbents. Danone has consolidated its global media account with WPP’s Wavemaker after a competitive review. The consumer goods giant, which owns dairy, plant-based and water brands, such as Alpro, Actimel, Evian and Volvic, recently admitted to investors that it has been “under-investing” in advertising and vowed to increase its investment by an extra €300 million (about £250 million) in “brand support” over the next 24 months. Danone has consolidated its global media account with WPP’s Wavemaker after a competitive review. ![]()
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