Havas Media retains Perfetti Van Melle media account
Confectionary and gum manufacturer Perfetti Van Melle — whose brand portfolio includes Chupa Chups and Mentos — has reappointed Havas Media Network as its ANZ media partner, following a competitive pitch process.
The pitch focused on the company’s ambition to create consumer cut-through, building on its distribution footprint. According to the brand, Havas Media “rose above” the other agencies involved.
The agency has been tasked with turning new audiences into loyal followers, while keeping the brands front-of-mind. The brief also included driving planning efficiencies and reducing wastage.
Perfetti Van Melle says it will leverage Havas Media’s suite of data, technology, and analytical tools to reach these new audiences.
Havas Media is the incumbent on the account, as first reports of the partnership come from 2018, when the agency was tasked with handling product campaigns across all media channels. It is understood early work was project-based, but the account has been on a retainer for the past four years.
Virginia Hyland, CEO of Havas Media ANZ, said the brand has been a “valued client” over the years, but it was not lost on her than being the incumbent provides an extra challenge in a pitch.
“It can be extra challenging as the incumbent however to know that we have pitched against the leading indies and global networks and delivered a more compelling, competitive way of working where we are converging data smarts with the ability to activate at pace in channel to deliver greater impact and retail growth, is a huge boost for our talented agency team,” she said in the release.
“We’re a very different and exceptionally strong offering, with the firepower of the globals coupled with our entrepreneurial spirit.
Other agencies recently engaged by Perfetti Van Melle locally include independent creative agencies The General Store and The Idea Shed.
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