Bel Brands USA Names Y&R Midwest Agency of Record


December 23, 2013 Facebook Twitter LinkedIn Google+ Account Win



Y&R announced today that it has been named North American agency of record for Bel Brands USA. Effective January 2014, Y&R Midwest, the agency’s Chicago office, will oversee brand strategy, marketing and social media for the cheese maker’s three core brands of The Laughing Cow, Mini BabyBel and Boursin.

“We’re absolutely thrilled to work with a partner as innovative and ambitious as the team at Bel Brands USA,” said Kary McIlwain, President at Y&R Chicago. “Their beloved cheeses have an enviable heritage and yet fit very well with the way people eat today. We look forward to a long and productive partnership.”

Y&R Paris, which has handled advertising for parent company Bel Group since 2007, will continue as the marketer’s agency of record for Europe, while Y&R teams in Sydney and Montreal will continue to represent Bel brands in Australia and Canada, respectively. Y&R will coordinate across these offices to ensure a cohesive global brand architecture and strategy for Bel.

“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,” said Dan Waters, Senior Director of Marketing, Bel Brands USA. “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.”

“We’re looking forward to working with our Y&R colleagues and Bel client partners in France and other markets to bring power and continuity to Bel’s iconic product brands around the world,” said Matt Anthony, President and CEO of Y&R North America. “Bel is a terrific partner, and we are honored to expand our relationship with them.”

The first work for Bel Brands USA by Y&R Midwest will launch in 2014.