From October 1, the media agency Carat will become responsible for Arla Foods’ European media budget. Carat will advise on the choice of media for marketing campaigns and booking of commercial slots.
Europe’s largest media agency, Carat was appointed following an in-depth analysis of Arla’s media requirements. Five European media agencies participated in the subsequent tender process.

“Our aim is to enhance the potential synergies between the various markets,” Market Development Manager, Lothar Laufer, Arla Foods, said. “Until now we’ve focused on national business and media areas. In view of changing media markets as well as Arla Foods’ current business structure, we felt the time had come to work with a pan-European partner.”