Fonterra signs key media deal

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Farghal plans to focus on the company’s brands.

Fonterra, a New Zealand-based dairy producer, has appointed Impact BBDO and OMD as its media partners for the Middle East as part of a strategy to grow its business in the region by focusing on its brands.

Fonterra, which markets products such as Anchor, Chesdale and Anlene across the Middle East, grew its revenues by more than 30% in 2006 and hopes to achieve a similar level of growth this year, partly by focusing on promoting its brands.

"We have not promoted any of our brands for the past six or seven years, but this is changing now," said Amr Farghal, Fonterra's hub operations manager for the Middle East. "Our strategy now is to focus on building our brands such as Anchor, Anlene Chesdale and Mainland.

"Having a single agency across our global brands business will allow us to have greater consistency between our markets and operate more efficiently," Farghal added. Impact BBDO is a Dubai-based media company. OMD is a branch of Omnicom Group.

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