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TMCNet:  DDB Gets the Cheese

[November 07, 2012]

DDB Gets the Cheese

TORONTO, Nov. 7, 2012, 2012 (Canada NewsWire via COMTEX) -- Dairy Farmers of Canada awards advertising AOR for Canadian cheese to DDB Canada Dairy Farmers of Canada (DFC) has appointed DDB Canada's Toronto office as its agency of record (AOR) for all Canadian cheese mass advertising outside of Quebec. DDB Canada has been appointed as the lead agency for the Canadian cheese business working collaboratively with DFC's agency partners, in the development of a new strategy and creative to drive sales in 2013 and beyond.


"Canadians absolutely love their cheese. But we need to entice them to bring home more varieties more often. There are many varieties of Canadian cheeses to discover," says David Leonard, national president and chief operating officer, DDB Canada.

DDB Canada was awarded the account after an extensive review, which commenced in late July involving five other agencies.

"We established great chemistry and rapport with DDB Canada throughout the review process and were impressed by their strong strategic thinking," says Ian McDonald, National Director, Marketing and Nutrition, Dairy Farmers of Canada. "The amount of effort put forth in understanding our business and challenges, helped us to see a new positioning for Canadian Cheese." DDB Canada will work with DFC on their existing spring 2013 campaign, however the first Canadian cheese campaign developed entirely by the agency is expected to launch fall 2013.

The win falls shortly after DDB Canada was named AOR for the Strategic Milk Alliance, a new partnership comprised of Alberta Milk, BC Dairy Association, Dairy Farmers of Manitoba, SaskMilk and Dairy Farmers of Canada, with the agency being asked to help increase the consumption of fluid milk in English Canada.

About Dairy Farmers of Canada Dairy Farmers of Canada (DFC) strives to create favourable conditions for the Canadian dairy industry, today and in the future. DFC works to maintain policies that foster the viability of Canadian dairy producers and to promote quality Canadian dairy products made from 100% Canadian milk as part of a healthy balanced diet. DFC is completely funded by dairy farmers.

About DDB Canada DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Known for advertising that generates significant results for clients, DDB Canada is a "total communications company" whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal DDB (online and interactive), Karacters Design Group, Rapp Canada (direct), Radar DDB (social media marketing), DDB Hodes Recruitment Communications (recruitment marketing) and Shopper DDB (shopper marketing).

SOURCE: DDB Canada To view this news release in HTML formatting, please use the following URL: http://www.newswire.ca/en/releases/archive/November2012/07/c5886.html SOURCE: DDB Canada or for interviews, please contact: Paige Calvert DDB Canada Director of Corporate Communications and Public Relations 604.608.4421 paige.calvert@ddbcanada.com Solange Heiss Dairy Farmers of Canada Assistant Director Communications, Marketing and Nutrition at Dairy Farmers of Canada 514-284-1092 #233 Solange.heiss@dfc-plc.ca

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