EXCLUSIVE: Parmalat has moved its $10 million media account from MediaCom to ZenithOptimedia, after the dairy giant was bought by French group Lactalis for 3.4 billion euros last year.
While Parmalat had not yet provided comment at the time of writing, both ZenithOptimedia chief executive Ian Perrin and MediaCom boss Mark Pejic confirmed the move.
Perrin would not comment further on his agency's new client.
Global dairy group Lactalis already has a relationship with Publicis Group in several markets around the world. In 2009, the company consolidated its European media planning and buying account into ZenithOptimedia.
The local appointment has followed Lactalis' global acquisition of Parmalat, which was formerly an Italian company. Lactalis began the takeover in March 2011, and had gained control of the company by July.
Pejic told AdNews: “We had a great working relationship with Parmalat, and we are sorry to see it go. We wish them all the best.”
Parmalat's estimated main media spend in the 12 months to March 2012 was $9.9 million, down significantly from $16 million in the prior period, according to Nielsen.
Parmalat's lead creative agency is The Monkeys. The Monkeys was appointed to some brands in 2010, and took the major account in 2011.
The business is led out of the Brisbane market.
Parmalat brands include Oak, Ice Break, Breaka, Rush, Pauls and Vaalia.
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