PHD lands Ferrero media brief

PHD has won the media buying and planning account for Italian confectioner Ferrero in the Middle East.

The win also includes other emerging markets such as Southeast Asia, Korea, Hong Kong, Taiwan, Africa and selected European countries. The main incumbent on the business had been Mindshare, while ZenithOptimedia had held the business in the Middle East.

The chocolatier, which is best known for its Ferrero Rocher sweets, made the appointment following a comprehensive review of its brand portfolio. It is understood that five agencies were involved in the review.

A spokesperson for Ferrero said: “Our goal was to find the right media agency partner, leveraging the unique scale of the emerging area to drive brand growth.

“There has been a comprehensive comparison of processes, structure and services as well as case studies for different brands out of Ferrero’s portfolio. All invited agencies demonstrated their conceptual and strategic potential. We acknowledge the exceptional professionalism and utmost commitment of all participating global media groups. After an extensive pitch, Ferrero has opted for PHD (Omnicom Media Group). We expect to be able, through our agency partner PHD, to communicate through an innovative media strategy in an integrated and effective manner to the consumers in the area.”

In 2014, Omnicom Media Group assumed the brand’s global media buying and planning business in markets including Australia, the UK, the US, and Russia.

The win is a big boost for PHD in the region and comes on the back of the agency securing two other sizeable regional accounts. Last month it won the digital duties for Pizza Hut in the region following a competitive pitch, with the agency tasked with helping the restaurant chain capitalise on digital technologies and opportunities in the Middle East. A couple of weeks earlier it had also been awarded the media communications account for the Abu Dhabi-based National Food Products Company.

Ferrero’s brands include Ferrero Rocher, Nutella, Kinder and Raffaello. The company is the biggest chocolate producer in the world and produces around 365,000 tonnes of Nutella each year.

No one at PHD was available for comment.

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