FrieslandCampina, the dairy company behind Rainbow milk, has appointed WPP’s MEC for its strategic planning and offline buying in Europe, the Middle East and Africa. WPP sibling Essence and Dutch shop Pervorm will handle digital media planning and online procurement.

In a release about the appointment of media agencies, the company said it “seeks to globally improve the effectiveness of its media and marketing investments for its consumer brands. The expertise of these agencies will drive integrated media planning and fits well with the ambition to be leading in digital fast-moving consumer goods marketing.”

FrieslandCampina is active in many markets with a broad range of products and brands. The brands of FrieslandCampina include global brands, such as Friso and Frico, as well as local and regional brands, such as Frisian Flag in Indonesia, Peak in Nigeria, Alaska in the Philippines, Rainbow in Saudi Arabia and the United Arab Emirates, Dutch Lady in Vietnam and Campina in the Netherlands and Belgium.