Dairy Management Inc., a trade association funded by dairy industry check-off money for building U.S. dairy product demand, awarded an issues management account to Weber Shandwick. The contract is believed to be around $2 million. Weber Shandwick won the account over top-tier agencies Fleishman-Hillard, Edelman PR Worldwide, Burson-Marsteller and Porter Novelli. Sara Galvin heads the DMI account from WSW's Minneapolis office. She is supported by staffers in Washington, D.C. The campaign had been expected to focus on concerns raised by foot-and-mouth and mad cow disease in Europe. According to the Holmes Report, however, DMI's executive v.p. of public and industry relations Jean Regalie says the campaign will be broader than that, taking a long term view of "the way people look at food." Dairy Management Inc. also has accounts with Golin/Harris International and BSMG Worldwide, creator of the ubiquitous "Got Milk?" campaign.
$2 million Dairy Issues Management Contract Awarded to Weber Shandwick