Publicis Media Wins Italy, Retains UK and China in Ferrero Review

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Publicis Media expanded its remit with Ferrero after winning Italy, the home market of the confectionery giant, while retaining several other key territories, including the UK and China.

WPP’s Mindshare previously handled media for Ferrero in Italy, which is considered the largest market in Europe for the company behind brands such as Kinder, Nutella and Ferrero Rocher.

The Italian media account is worth up to 150 million (£ 128 million), according to To hire, an Italian business publication, which reported the victory of Publicis Media.

Publicis Media’s Starcom has been the incumbent operator in the UK since 2019.

Dentsu International has also reportedly expanded its remit, retaining markets such as Germany and adding new markets such as Japan, South Korea and Mexico.

Campaign reported in March that privately held Ferrero was reviewing its media planning and buying up to 100 markets around the world, but the bulk of spending is concentrated in key territories.

Dentsu International, Publicis Media and WPP are among the major groups of agencies on the media account.

Industry sources suggested that the client changed agencies in over a dozen markets with a number of agencies gaining and losing accounts.

Media executives expect the United States, one of Ferrero’s most important territories, where Mindshare is the incumbent, to be considered separately.

Ferrero has grown aggressively 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.

At the end of 2019, he moved much of its purchasing and media planning, then estimated at up to $ 950 million worldwide, from PHD to Mindshare, including the key US part.

However, a subsequent UK review did not go entirely smoothly. Both Starcom and incumbent PHD were considered and both initially failed to come to an agreement with Ferrero prior to Starcom’s appointment.

A few months later, Starcom also won the case in China, by Carat of Dentsu International.

Publicis Media finished second in the ranking of new business for media in Europe in the first half of 2021, just behind Havas Media, according to data from Campaign Advertising Intelligence Tracker in partnership with R3 Worldwide.

Publicis Media, Mindshare and Dentsu International declined to comment.


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