Italian Confectioner Ferrero Consolidates Media Duties at Omnicom Group

Move Comes After a Pitch Overseen by Accenture

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European candy giant Ferrero is consolidating its global media-buying and -planning business with Omnicom Group after a review.

In a statement, the marketer said that effective Jan.1, the holding company's media arm, Omnicom Media Group, will assume the business in markets including the U.S., the U.K., Australia and Russia. Ferrero has worked with several media agencies and holding companies around the world, including Dentsu's Aegis, Publicis Groupe's ZenithOptimedia, WPP's GroupMand Omnicom Media Group, which houses both PHD and OMD. For Omnicom, the win comes as it awaits a merger with Publicis Groupe.

Accenture was the consultant guiding the review process.

Ferrero spent $59.2 million on domestic measured media in 2012, according to Kantar. That's less than half of what it spends globally, according to people familiar with the matter.

The company last reviewed its global media and creative accounts in 2011, after the death of the company's co-CEO, Pietro Ferrero. His brother, Giovanni Ferrero, continued to run the company, which has more than 20,000 employees worldwide.

Ferrero manufactures candy and confections including Ferrero Rocher, Nutella and Tic Tac.

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