Danone appoints Edelman ahead of Korean launch

Edelman will hold the account for one year, extending its relationship with the brand, with which it has been informally working since 2008. According to the agency, it began working with Danone under retainer in June.

The agency will work with Danone Korea to help position its dairy products for Korean consumers and laying out a strategy in the areas of stakeholder and media engagement, product launch planning, awareness-building and issue management.

The announcement follows Danone Korea’s recently inked deal with LG Household and Health Care for the sale and distribution of Danone’s products in Korea.

“Working with Danone on its market entry into Korea is a very exciting opportunity for us to build on our market entry and food and nutrition expertise,” Tyler Kim, managing director of Edelman Seoul, said in a release.

Edelman Seoul director Alice Kim will lead the account.

In July Danone called a media pitch for its Chinese media planning and buying business . Vizeum, the incumbent agency for Danone Robust lactose anti-bacteria and Danone Health, OMD, the incumbent agency for Danone Dumex and Danone yoghurt, and MEC Shanghai are believed to be involved.