Between the Lines: Ferrero is difficult to satisfy

So there's to be yet another review of a piece of Ferrero Rocher business - this time, it's the £5 million pan-European creative account, handled by Ferrero's in-house agency, Pubbliregia (this page).

Although the UK business is not affected by the review, WCRS - the brand's UK agency - can't be feeling particularly secure. The chocolate manufacturer has a history of fallings-out with its agencies.

Ferrero first moved the UK business out of Pubbliregia in 1999 and into Banks Hoggins O'Shea/FCB, but fired the agency after just over two years.

It's since been at Publicis and back in-house before moving to WCRS in November. Its media account has also had a chequered past: Initiative parted company with Ferrero in 2004 over disputed contract terms.

Ferrero's actions appear to indicate a lack of respect for its agency "partners". But it's unlikely to change as long as there are agencies queuing up to work on the business. Even easyJet, a client that received vociferous criticism after it restarted its pitch in January, is rumoured to have eight agencies lined up for its account.

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