Company: Milk Processor Education Program (MilkPEP)
Campaign: Got milk?'s Power of 9
Agency mix: Weber Shandwick (PR, social media), Deutsch (advertising, media planning, and buying), DraftFCB (promotions), and Siboney USA (Hispanic PR and advertising)
In-house team: Miranda Abney, senior marketing manager; Julia Kadison, VP, marketing
Teenage girls are both the target audience and key drivers of the campaign that aims to increase milk consumption ...