NEWS: Grey nets dollars 25m Barilla global task

Grey has scooped the advertising account for the Barilla Company across Europe, the US and South America, after Italy’s largest pasta producer decided to consolidate the majority of its global business into one agency.

Grey has scooped the advertising account for the Barilla Company across

Europe, the US and South America, after Italy’s largest pasta producer

decided to consolidate the majority of its global business into one

agency.



Worth more than dollars 25 million in Europe alone, the account was

awarded without a pitch, but the move coincides with the arrival of Ed

Artzt as Barilla’s executive director. Artzt was previously the chief

executive officer of Procter and Gamble, one of Grey’s key multinational

clients.



The business covers all Barilla products, including bread and biscuits,

but does not involve advertising in the Italian home market, which

remains with Young and Rubicam.



Barilla’s decision to consolidate its advertising into one agency knocks

out DDB Needham in France, BBDO in Germany and J. Walter Thompson in

Greece. The company has not advertised in the UK since last year, when

it spent a meagre pounds 286,000 through TBWA.



The majority of the European account moved from TBWA to its sister

Omnicom agency, DDB Needham, last year. The client also took a five-year

break from UK advertising in the immediately preceding years. It has,

however, advertised consistently in other markets and remains one of the

leading pan-European advertised brands.



Past campaigns have relied heavily on celebrity endorsement, including

the tennis player, Steffi Graff, in Germany and the actor, Gerard

Depardieu, in France. The company signalled an intention to drop this

strategy together with its localised campaigns last year when it moved

into DDB Needham.



Commenting on the win, Grey London’s managing director, Nigel Sharrocks,

said: ‘This is a tremendous win for the agency, both in Europe and the

US. Barilla is a rapidly expanding company and we look forward to

producing some exciting ads.’



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content