Netherlands-based dairy company FrieslandCampina has selected MEC, Carat, Essence and Pervorm for media planning, media procurement and optimisation from 2017, with the aim of increasing effectiveness of global offline and online media and marketing.

The company hopes to globally improve its media and marketing investments for consumer brands, with the agencies driving integrated media planning.

MEC will be responsible for offline media buying for the FrieslandCampina business group Consumer Products Europe, Middle East & Africa and the business group Consumer Products Asia, while specialised agencies Essence and Pervorm will run digital media planning and online procurement for these media groups.

Carat will focus on strategic planning on and offline, as well as digital planning services for Business Group Consumer Products China and for Hong Kong.

FrieslandCampina has a broad range of products in many markets including Friso and Frico globally, Frisian Flag in Indonesia, Peak in Nigeria, Alaska in the Philippines, Rainbow in Saudi Arabia and the United Arab Emirates, Dutch Lady in Vietnam and Campina in the Netherlands and Belgium.