Perfetti Van Melle USA appoints Wavemaker as Media Company of Document
Perfetti Van Melle, whose brands include Airheads, Chupa Chups, Mentos and the recently launched Fruit-tella, expanded its relationship with GroupM's Wavemaker and named the WPP agency its media agency for the United States.
With the appointment, Wavemaker is now working with the confectionery customer in Belgium, China, India, Indonesia, the Middle East and North Africa, the Netherlands, Turkey and the UK and the USA.
"We are thrilled to partner with Perfetti Van Melle to engage with consumers in a fun and predictable way," said Amanda Richman, US CEO of Wavemaker, in a statement.
The appointment follows a review in which Perfetti Van Melle sought to consolidate its global agency list and incorporate its brands. According to a statement, Perfetti Van Melle USA selected Wavemaker based on its track record of innovation and experience that are driving CPG's growth. The incumbent Havas Media was named the US media agency for Perfetti Van Melle around three years ago. Perfetti Van Melle recently named the Adweek Breakthrough Agency of the Year Highdive as the creative agency for airheads and the creative agency for the launch of the Fruit-tella brand in the USA.
"A key differentiator for Wavemaker was its ability to merge global and local expertise across disciplines, from media and data science to e-commerce and shopper media," said Rachel Chambers, vice president of marketing at Perfetti Van Melle USA, in a statement.
The appointment follows another recently expanded relationship for the GroupM agency. In October, whiskey and spirits company Pernod Ricard named Wavemaker a US media agency following a review process. Wavemaker has already worked with the customer in China, France and India.
Perfetti Van Melle spent around $ 102 million on metered media channels in the U.S. last year, but only $ 6 million in the first nine months of 2020, compared to $ 81 million in that period last year , says Kantar Media.