Publicis Worldwide set to snap up $470m Ferrero Rocher

Publicis Worldwide is reported to have won Italian chocolate giant Ferrero Rocher’s global ad account, worth at least $470m (€350m).

Bloomberg reports that Publicis owner Publicis Groupe has won the company’s business in Belgium, France, Greece, the Netherlands, Spain and Turkey so it would hardly make sense for the business to be handled elsewhere in other markets. Publicis Worldwide is the obvious home within PG as two of its other agencies, Fallon and Saatchi & Saatchi, work on Kraft-owned Cadbury.

The presence of Cadbury and Kraft within PG may be one reason why both Ferrero Rocher and PG are being coy about making an official announcement. Ferrero Rocher has been a sporadic advertiser in recent years, using WPP’s RKCR/Y&R in the UK.

Ferrero Rocher, which owns the Kinder, Nutella and Tic Tac brands as well as the eponymous gold-wrapped chocolates, is now run by Giovanni Rocher, son of founder Michele, following the death of his brother Pietro in an African cycling accident in April.

Ferrero Rocher’s celebrated ‘ambassador’s party’ ads have been the subject of much ridicule down the ages thanks to their overwhelming air of ersatz sophistication.

Coming up with something new (or a modernistic spin on this) will presumably be one of the first jobs for Publicis Worldwide’s new creative board, headed by Eric Vervroegen.

If Publicis has indeed snapped up Ferrero it will cap a red letter few days for the French-owned network which last week won Nescafe’s global creative account from Interpublic-owned McCann Erickson.

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