Vancouver-based independent Mediology has been selected as the media agency for BC Dairy and Alberta Milk.

The agency will lead media planning and buying for both of the organizations, which represent dairy farmers and producers in British Columbia and Alberta.

“BC Dairy and Alberta Milk are part of the fabric of our two western provinces,” said Mediology president Sam Richardson. “So, we take very seriously, the loyalty that they have established during their decades of marketing and advocacy, and we look forward to building on that success.”

In August, BC Dairy and Alberta Milk established a new partnership to combine marketing resources under one team in an integrated approach.

Late last month, the two organizations picked 123w to handle creative duties for its joint account. At the time, Jennifer Woron, director of market development, said at the time that integrating its agency assignments and marketing efforts would help create a greater impact and “do more” on behalf of producers in both provinces.

Regarding Mediology’s selection, Woron says the agency’s “proven experience and innovation will make this a perfect fit and help communicate our story in the most effective and authentic way possible.”

In addition to its home base in Vancouver, Mediology also has offices in Langley, Victoria, Calgary and Regina.