Dairy giant Lactalis Parmalat is reviewing its media account, which is said to be worth $10.7 million, putting incumbent Zenith Optimedia on alert.
The business, which is listed on the Italian Stock Exchange, has been controlled by the Lactalis Group since 2011.
The Parmalat Group is a global player in the production and distribution of foods including: milk, dairy products and fruit beverages, which generated revenues of about $5.6 billion euros in 2014.
AdNews understands agencies are said to be preparing for a review, with the process currently not down to a specific shortlist.
All agencies contacted declined to comment.
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