Italian chocolate and confectionery giant Ferrero has split its regional advertising business between Grey and Lowe MENA following a pitch.
The review of the business began in the final quarter of last year, with Grey winning Ferrero’s full Kinder line (Kinder Chocolate, Kinder Joy, Kinder Country, Kinder Bueno, Kinder Schoko-Bons) and its Pralines range (Ferrero Rocher and Raffaello). Lowe will handle the company’s Nutella and Tic Tac accounts.
Speaking of Grey’s appointment, Giovanni Martini, vice-president of marketing for Ferrero MEA, said: “We have great expectations in this partnership that should foster Kinder and Ferrero presence and success in the MENA region. I would like to take this opportunity to congratulate the Grey team on their commitment and we look forward to working with them.”
Effective immediately, Grey Dubai will be collaborating with Ferrero’s team in supporting the strategy and will have full responsibility for developing creative, consumer promotions and brand activations in addition to the digital and social media platforms for both Ferrero brands.
Nadim Khoury, Grey’s chief operating officer, said: “Speaking on behalf of the Grey Dubai team, we are excited to have won this particular piece of business and look forward to developing a solid partnership with the Ferrero team.”
Joseph Makhoul, general manager of Lowe MENA, said: “I think each of us has devoured these brands while growing up, and now to have the chance to work on them is like a dream come true. It’s great to be able to communicate with such a wide audience, and shape the way forward for these two exciting and fun brands.”
The Ferrero Group operates in more than 100 countries and has more than 22,000 employees. In 2011 its sales turnover topped $9.5 billion.
In what is proving to be a good start to the year for Grey, the agency has also won the advertising account for Nadec, one of the largest dairy manufacturers in the GCC. Grey will be responsible for all Nadec’s advertising needs, with the account handled by Grey Riyadh.