Parmalat Australia joins the ‘Mediapalooza’ madness with a local $10.7m media pitch

Screen Shot 2015-07-17 at 10.51.52 amDairy goods company Lactalis Parmalat has joined the spate of global companies reviewing their media agency arrangements, Mumbrella understands.

The move puts incumbent ZenithOptimedia on alert on the $10.7m local media account against two challengers thought to be Havas Media and Maxus who are part of a global roster.

In Australia Paramalat has major FCMG dairy brands including Ice Break, Vaalia, Pauls, Oak and Rush.

Comment is being sought from Parmalat, who had not responded to multiple requests for comment at the time of publishing, but it is understood that the procurement led review is being coordinated globally.

All agencies contacted declined to comment.

Nielsen estimates in the 12 months to June the brand had a main media spend of $10.7m.

Global media pitches affecting Australia in 2015:

MediapaloozaLactalis Parmalat is now the 13th major global brands to have pitched its media in the local market with more than $217m in media billings put in play in recent months in this market, excluding digital spend.

Among the major pitches still live are 21st Century Fox, Johnson & Johnson, Sony, GSK and Mercedes Benz.

The US advertising press have termed the spate of global media pitches as ‘mediapalooza‘ and ‘reviewageddon‘.

Nic Christensen 


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