Perfetti Van Melle, the global confectionery and gum manufacturer, has appointed Havas Media Network to support Chupa Chups and Mentos in the Australian and New Zealand market, following a competitive pitch.
Part of the brief is to drive planning efficiencies and reduce wastage by installing renewed rigor to the media strategy and by unlocking new value from existing media investments.
“Havas Media will begin work immediately on helping to create impactful innovative campaigns with a renewed customer centric strategy, defining new audiences to help drive brand consideration,” said Michael Puglisi, Perfetti Van Melle country manager.
Perfetti Van Melle will harness Havas Media’s suite of data, technology, and analytics tools to reach audiences, including its engagement solution, Converged.
Virginia Hyland, CEO Havas Media Network ANZ said Perfetti Van Melle has been a valued client for the past four years.
“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.
“We’re a very different and exceptionally strong offering, with the firepower of the globals coupled with our entrepreneurial spirit.
“The Perfetti Van Melle marketing team are highly ambitious and continually committed to propelling their business forward, always challenging the status quo. This is exactly the type of marketing team that brings out the best thinking from Havas.”
Perfetti Van Melle is one of the world's largest manufacturers and distributors of confectionary and gum, including global and regional brands such as Mentos, Chupa Chups, AirHeads, and Smint, with worldwide sales in over 150 countries.
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