Well, we finally have some details/color to add to the matter. In case you forgot, just over a month ago, we reported that snacking cheese-focused Bel Brands had consolidated its ad duties at Y&R after working with Havas Worldwide Chicago for 15 months. We awaited word and now, agency and client have made it official as Y&R Midwest has been named North American agency of record for Bel Brands USA. This in turn expands a relationship between the Y&R network and Bel Brands parent company Bel Group as the agency’s Paris office has handled advertising for the latter since 2007 and will continue on as the brand’s AOR for Europe. Meanwhile, Y&R Sydney and Montreal will continue handling Bel Brands in Australia and Canada, respectively.
As for Y&R Midwest, effective January 2014, the agency will oversee brand strategy, marketing and social media for core Bel Brands core line including Laughing Cow, Mini BabyBel and Boursin. Regarding his company’s move, Bel Brands USA senior director of marketing Dan Waters says in a statement, “Y&R is the perfect global agency partner for us. Having had the opportunity to see what they can do for our brands in Europe, Australia and Canada, we are excited to see what they will accomplish for us here in the United States. They have an incredibly strong global network complemented by a commitment to deep local understanding in each market they serve. We have been particularly impressed with their understanding of how to engage American consumers over digital and social media, and we are excited to see their ideas come to life.”
Look for the first work from Y&R Midwest for Bel Brands USA to launch at a date tbd in 2014.