News
“Milk In Action” Campaign Advertising Agency Appointed
Pictured are (L-R): Edel McCabe, Head of Integration & Planning, Cawley Nea\TBWA; Dr Catherine Logan, Nutrition Manager, National Dairy Council; Lillian Fox, Account Director, Cawley Nea\TBWA; and Helen Brophy, Chief Executive, National Dairy Council.
Following a rigorous tender process, the advertising and creative contract for the new three year ‘Milk in Action’ campaign has been awarded to Cawley Nea\TBWA.
The Milk in Action campaign is a collaborative venture between the National Dairy Council (NDC) in the Republic of Ireland and partners in The Dairy Council (England & Wales) and The Dairy Council (Northern Ireland). The Irish National Dairy Council and its Chief Executive Helen Brophy, will be responsible for overall management of the project.
50% of the campaign cost is supported through EU co-financing, a prerequisite of which was that the industry will fund 30% of the campaign costs. This was raised through NDC members in the Republic of Ireland. The remaining 20% of funding is coming from the Member State via the Department of Agriculture, Fisheries & Food.
‘Milk in Action’ will promote the nutritional benefits and consumption of dairy and aims through linkage with sport to increase milk consumption by young people. It will particularly target the 11-20 year age group and specific target groups such as women aged 20-35 years. An element of the programme in the Republic of Ireland will also inform women of the nutritional benefits of milk and milk products, in particular cheese and yogurt, in the battle against osteoporosis.
“Cawley Nea\TBWA provides the network needed in each of the regions involved in this campaign to ensure that local on the ground knowledge supports the selection of the communication mix in each region; and that all creative materials are appropriately adapted locally, within an integrated and consistent planning methodology for the overall project,” said Helen Brophy, Chief Executive of the National Dairy Council.
“The agency team uses technology tools to support this, ranging from a real-time virtual ‘digital dashboard’ for the account, to conference calls and established reporting structures,” said Ms Brophy.
The overall advertising & creative campaign awarded to Cawley Nea\TBWA is valued at €2.267 million, of which €1.285 million is expected to be spent in the Republic of Ireland, €0.511 million is expected to be spent in Northern Ireland and €0.471 million is expected to be spent in Britain and Wales. The expenditure in the Republic of Ireland has also received some support from the Irish Department of Agriculture, Fisheries & Food.
The multimedia Milk in Action project to be managed by Cawley Nea\TBWA will include development of the campaign identity, advertising and web work.
The NDC will also, as part of the three year Milk in Action campaign, produce printed materials such as information guides and newsletters and co-ordinate seminars throughout the country. These will target women in particular on the subject of osteoporosis, engage with health and fitness specialists and co-ordinate regional workshops with a focus on sports and fitness.
“The new Milk in Action campaign will complement the existing NDC programmes which are in place as part of our strategic plan,” explains Helen Brophy. “The additional funding for the Milk in Action campaign will help to expand efforts to drive the consumption of milk and dairy products, in critical and very targeted areas.”
In the Republic of Ireland, the NDC Milk in Action campaign will receive, over 3 years, €728,470 from EU funding; matched by funding of €291,388 from the Department of Agriculture, Fisheries & Food (approximately €100,000 a year); and, over three years, €437,082 raised by the industry through NDC members in the Republic of Ireland.
Originally founded in Ireland in 1992 as Cawley Nea, the agency joined Omnicom in 2002, the largest communications company in the world with some 255 offices in 73 countries.
Cawley Nea\TBWA has experience of global campaigns with clients ranging from Mars in 57 countries; to Playstation in 21 countries and McDonalds in 15 countries. It also has a proven track record with FMCG food clients ranging from Mars, Kraft, and Irish Pride. The Milk in Action advertising and creative work will be co-ordinated within the agency by Edel McCabe, Head of Integration & Planning.
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Date: 18th May, 2010
For further information please contact:
For NDC
Antonina Ni Dhuinn, Progress Communications
Tel 01-2766117 nina@progresspr.e
For Cawley Nea\TBWA
Edel McCabe, Head of Integration & Planning
Tel 01-4966804 emccabe@cawleynea-tbwa.ie
or
For Cawley Nea\TBWA
Lillian Fox 086-3406020
Tel 01-4966804 lfox@cawleynea-tbwa.ie