Victorian rustlers milk WA account

THE Perth advertising industry has lost another major account to the east coast, with Australian giant National Foods shifting the $1 million Masters Dairy account to Melbourne.

The Shorter Group confirmed it had lost the award-winning Masters account, forcing it to axe five staff.

The account, estimated to be worth more than $1 million, has been moved to Whybin TBWA & Partners in Melbourne by National Foods

Shorter Advertising produced the award winning ‘The Cows are Loose’ campaign for the Masters account, The ‘Meet the Cows’ television won a bronze award at the Perth Art Directors Club award in 1999, and Masters were a finalist for Campaign Brief’s 1999 Advertiser of the Year.

“The spots performed so well in all the research,” TSG director Deborah Shorter said.

But Ms Shorter was philosophical about the account loss, soon after the firm moved into new premises in East Perth.

“We have a strong client base, we are alive and well .”

National Foods group general manager corporate affairs Ian Greenshields said the company, which also owns brands such as Yoplait, Fruche, Divine Classic, Yogo, Farmers Union and Pura, was always assessing its marketing strategies.

”We review our advertising contracts and arrangements regularly,” Mr Greenshields said.

He said the decision to move the Masters account was part of a plan to consolidate its flavoured milk advertising.

“We have a number of flavoured milks and have decided to consolidate under one agency.”

In addition to the Masters brand, Whybin TBWA & Partners service Big M, Classic, Yogo and the Classic advertising accounts.

Whybin TBWA & Partners were unwilling to make any comment on the new million dollar Masters account.

National Foods proposed $800 million merger with another Australian company, Dairy Farmers, was unanimously rejected by members earlier this month.

Following the failed merger, it is understood National Foods will be looking for alternative deals to strengthen their position in Australia and harness the potential of the offshore market.

Deals with both Parmalat, which owns Pauls, and the New Zealand Dairy Group have reportedly been identified as possible options by National Foods.