FrieslandCampina names Publicis Media as new global agency partner, ending ties with Wavemaker in a major strategic media shift

FrieslandCampina has named Publicis Media as its new global media agency partner, marking a major shift in the company’s brand communication strategy after a highly competitive pitch process.

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The decision ends FrieslandCampina’s longstanding relationship with Wavemaker and hands Publicis Media the mandate for strategic planning and media buying across digital and traditional platforms.

The new partnership will officially commence in 2026 and span several major markets, including key Asia-Pacific regions such as China, Malaysia, Vietnam, the Philippines, and Indonesia.

This shift aligns with a period of strong financial performance for FrieslandCampina.

The dairy cooperative reported a 6.4% increase in revenue for the first half of 2025, reaching €6.8 billion.

Operating profit surged by 20.6% to €363 million, boosted by gains in the specialised nutrition and ingredients divisions.

Looking ahead, the company anticipates some headwinds, including weakening consumer confidence, foreign exchange volatility, and falling commodity prices in the global dairy sector.

Still, CEO Jan Derck van Karnebeek expressed optimism, citing the company’s diversified portfolio and strengthened gross margins as key pillars for resilience.

Publicis Media was selected for its track record of delivering data-driven, market-sensitive media solutions.

The agency has recently secured accounts from other global giants like Lego, Spotify, and Coca-Cola, reinforcing its momentum in the industry.

As FrieslandCampina pushes forward with its sustainability goals, recent efforts include major investments in electric processing systems, circular water usage, and eco-friendly packaging.

The company also expanded its regenerative agriculture pilot to 60 farms and received validation of its updated climate targets from the Science Based Targets initiative.

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This new partnership signals a broader transformation for both companies, with FrieslandCampina positioning itself for sustainable global growth and Publicis Media continuing its rise as a dominant player in the global advertising ecosystem.