Lindsay Stein
Sep 27, 2019

Chocolate giant Ferrero hires Mindshare for global media

The account could be worth anywhere from $400 million to $950 million globally. PHD was the incumbent.

Chocolate giant Ferrero hires Mindshare for global media

Italian confectionery and chocolate company Ferrero has selected Mindshare as its media agency, following a competitive review, according to people with knowledge of the matter.

Omnicom’s PHD had the Ferrero business previously. The agency did not immediately respond for comment.

People with knowledge of the matter said the media account in review included the US, as well as other global markets and dozens of countries. It was not clear whether the review was handled internally or through a consultant.

According to an industry expert, the Ferrero media account is valued between $400 million and $950 million globally, depending on the number of markets included in the remit. Some of Ferrero’s well-known brands are Tic Tac, Ferrero Rocher, Nutella and Kinder.

"After a competitive review, Ferrero has chosen WPP’s Mindshare as the new agency of record for strategic media planning and buying for the U.S. market," said a Ferrero USA spokesperson. "PhD has been a great partner for us over the years. We appreciate their hard work and collaboration and want to thank their team for their partnership with us."

Representatives from Mindshare declined to comment.

In April, Ferrero announced its plan to acquire a number of iconic brands from Kellogg this year, including Keebler piecrust, Famous Amos cookies and Little Brownie Bakers, for $1.3 billion.

A year ago, the sweets giant was bumped to the third largest confectioner in the US, behind Mars and Hershey, after it scooped up Nestle’s candy brands for nearly $3 billion.

Source:
Campaign US

Related Articles

Just Published

16 hours ago

Campaign Crash Course: Leadership lessons for ...

How do leaders create effective teams? Dentsu Aegis Network Greater North chief Cheuk Chiang explains how to foster better talent by applying leadership principles, tips and learnings from past mistakes. Watch his video and test your knowledge with a quiz.

16 hours ago

The most beautiful pizzas you will ever see

INSPIRATION STATION: How a pizzeria in Vietnam teamed up with boutique agency Ki Saigon to create beautifully inspiring (and edible) tributes to world peace.

16 hours ago

Lenovo eschews high-voltage celeb endorsements for ...

Consumer electronics brand embraces functionality over bells and whistles as it seeks to stand out in competitive market in a campaign by SuperHeroes.

18 hours ago

How remote pitching is showing up the agency showmen

With the pandemic stalling the traditional pitch process and the rise of the remote or virtual pitch, what is known is showmanship is no longer winning the day.