Arla commissions global agency for the Arla brand

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1 min
17 August 2009
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In competition with five other agencies, the UK's AMW BBDO agency has won the Arla® - Closer to Nature™ account. The first commercials will be launched in early 2010.

“AMW BBDO presented the best concept for communicating the Closer to Nature™ message across countries and product categories. They are also strongly represented in Arla's core markets so our marketing colleagues, in addition to our British partners, will have local partners,” says Arla Brand Communication Director, Karin H. Sommer.

At this stage, Karin H. Sommer is unwilling to reveal details of the campaign that have yet to be finalised by Arla's Marketing Departments in partnersnhip with the agency.

"But the concept is creative and, in addition to traditional campaign elements such as TV commercials and adverts, includes a number of consumer-oriented activities," she says. "We're really looking forward to working with AMW BBDO."

Consistensy between countries
Bringing together all marketing of Arla® - Closer to Nature™ and the products that belong under the new brand will create a high level of international visibility around the brand as well as the connection between countries and product categories. It must be possible to use the marketing in all markets with variations according to local requirements.

"We must, of course, ensure that we don't become so global that we lose our sense of being local," Karin H. Sommer says. "This means that all local marketing colleagues will be involved and share in the responsibility for enhancing the unique position we have chosen with Closer to Nature," says Karin H. Sommer.


  • AMV was founded by David Abbott, Peter Mead and Adrian Vickers a little over 30 years ago.
  • AMW BBDO is part of the BBDO network, the third largest Agency network in the world, with 287 offices across 79 countries. BBDO is consistently ranked in the Gunn Report (the major independent audit of creative achievement) as the most successful creative network in the world. BBDO is part of the Omnicom Group.
  • AMW BBDO work with 76 brands, many of them are challengers in their respective markets, others are well-established with household brand names that need to earn their consumers’ loyalty every day. A number are government or charity sector clients for whom saving lives is the ultimate measure of success.

On their website you can find more information and examples of campaigns for other brands.

Arla Foods is an international dairy company owned by 9,700 farmers from Denmark, Sweden, the UK, Germany, Belgium, Luxembourg and the Netherlands. Arla Foods is one of the leading players in the international dairy arena with well-known brands like Arla®, Lurpak®, Puck® and Castello®. Arla Foods is focused on providing good dairy nourishment from sustainable farming and operations and is also the world's largest manufacturer of organic dairy products.

Press contact

Arla Group Press Office
Arla Group Press Office (journalists/media only) +4591310310
Åse Andersson
Åse Andersson Head of Media Press contact for Arla Foods Group +45 91 310 310 +45 89 38 10 00
Carina Østergaard
Carina Østergaard Corporate Communication Manager Press contact for Arla Foods Group +45 91 31 16 01 +45 89 38 10 00