Advertising Agencies Battery and Havas Media Secure Account of Record with Land O'Lakes
Land O'Lakes Announces New Creative and Media Partners
Land O'Lakes, the iconic American agricultural cooperative, has announced significant changes in its creative and media strategy. The changes, which were announced on the occasion of Land O'Lakes' 100th anniversary, mark a new era for the company's dairy retail brands.
In 2015, The Martin Agency took over from Minneapolis agency Mithun as Land O'Lakes' creative agency. However, the Martin Agency's tenure with Land O'Lakes ended in 2019, and Battery took over as the creative agency. The Martin Agency has not been involved in the creative AOR for Land O'Lakes' dairy retail brands since 2019.
Battery will lead creative strategy and execution for Land O'Lakes, replacing The Martin Agency. The Martin Agency's departure from Land O'Lakes was not related to media planning and buying, as Havas Media was already in place. Havas Media will handle media buying and planning for Land O'Lakes.
Land O'Lakes has also appointed Heather Malenshek as its Chief Marketing Officer (CMO). The companies' new partnerships were officially announced in February 2021. Land O'Lakes has chosen Havas Media as its media partner and Battery as its creative agency.
Mithun was previously Land O'Lakes' creative agency before being replaced by The Martin Agency in 2015. The Martin Agency had been Land O'Lakes' creative agency for over 80 years before 2015. The agencies of record for Land O'Lakes' dairy retail brands are now Battery and Havas Media.
In addition to the changes in creative and media agencies, Land O'Lakes has also unveiled a new logo. The changes and hires are for Land O'Lakes' dairy retail brands, and the agencies will be responsible for Land O'Lakes' butter, cheese, and licensee products.
These changes mark an exciting new chapter for Land O'Lakes as it continues to evolve and grow in its second century. With Battery leading creative strategy and Havas Media handling media planning and buying, Land O'Lakes is well-positioned to continue its growth and success in the dairy industry.
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