Ferrero starts pounds 200m Euro review

The future of one of the UK’s most famous TV commercials, Ferrero Rocher’s ’ambassador’s party’, is in doubt after it emerged that the Italian chocolate company has begun talks with agency networks about unifying its massive pounds 200 million spend around Europe.

The future of one of the UK’s most famous TV commercials, Ferrero

Rocher’s ’ambassador’s party’, is in doubt after it emerged that the

Italian chocolate company has begun talks with agency networks about

unifying its massive pounds 200 million spend around Europe.



Brian Olivares, the director of marketing services at Ferrero’s new

European co-ordination centre in Luxembourg, has held a series of

top-secret meetings in London and elsewhere with a number of agencies

including McCann-Erickson, Leo Burnett, TBWA and Lowe Howard-Spink.



Discussions have ranged from the harmonisation and possible

centralisation of Ferrero’s giant European budget to specific talks

about Ferrero’s pounds 10 million account in the UK, which is split

between Lansdown Conquest and BMB Advertising.



Ferrero’s UK marketing manager, Rod Groundes-Peace, declined to comment

on the talks, but other sources close to the discussions said pitches

were well advanced, moving on from the credentials stage to the

presentation of possible solutions to the group’s European strategy.

Media, which is handled by Initiative Media in the UK, is not understood

to be involved in the review process. Agencies contacted declined to

comment.



Ferrero, which began as a specialist chocolate manufacturer in Turin, is

now a major international group, marketing such brands as Ferrero Rocher

chocolates, Nutella hazelnut spread, Kinder Surprise Eggs and Tic

Tac.



It has huge plants in Italy and Germany and factories in France,

Belgium, Ireland, Puerto Rico and Australia. However, it is still a

family-run concern and, to date, has handled both creative and media on

its advertising on a piecemeal basis using a variety of agencies in

different countries.



’Ambassador’s party’ was originally developed in Italy, with a separate

version produced in Germany, but has since been reshot by Brian Byfield

Films.



Olivares was unavailable for comment as Campaign went to press.



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