Daniel Farey-Jones
Mar 29, 2021

Ferrero unwraps global media review

Nearly 100 markets believed to be up for grabs.

Ferrero: has been expanding outside Europe in recent years
Ferrero: has been expanding outside Europe in recent years

The Italian confectionery giant behind Nutella and Kinder has called its second major media planning and buying review within three years.

Ferrero has been aggressively expanding from Europe in recent years, opening a factory in China in 2015 and acquiring several US brands from Nestlé in 2018 and Kellogg in 2019.

In late 2019 it moved much of its media buying and planning, then estimated to be worth as much as $950 million globally, from PHD to Mindshare, including the key US portion.

However, a later review in the UK in 2020 did not go entirely smoothly. Both Starcom and incumbent PHD were considered and both initially failed to agree terms with Ferrero before Starcom was appointed.

A few months later, Starcom also won the business in China, from Dentsu Aegis Network (now Dentsu International) agency Carat.

Starcom is not believed to handle any other markets while Mindshare is believed to account for 20, including Italy, where Ferrero was founded in 1946.

Ferrero, Starcom and Mindshare declined to comment.

Source:
Campaign UK

Related Articles

Just Published

1 hour ago

New player: how Samsung levelled up with gaming ...

Launching a new type of chip isn't normally the sexiest update, so Samsung teamed up with Bartle Bogle Hegarty to hype it up to the gaming community, with a high-octane metaphorical mobile game marketplace.

2 hours ago

FMCG contributes to more than half of November’s ...

FMCG, tech and government sectors saw significant year-on-year growth.

2 hours ago

The Great Resignation hits CMOs

Recent high-profile chief marketer departures underscore the growing complexity of the job.

8 hours ago

Creative Minds: Andrea Choi's pursuit of simple joys

The associate CD at Dentsu Mcgarrybowen Hong Kong answers 11 of our questions. Learn about her best days on the job, her desire to cuddle with alpacas, how she sometimes gets a bit too hyper, and her support of a worthy charity.