Some big global brands seem to be finding the lure of Amsterdam irresistible.
Diageo recently chose 72andSunny Amsterdam to handle Axe and now Mondelez International has chosen Wieden+Kennedy Amsterdam to handle chocolate brand Milka.
The account moves from Crispin Porter’s London office, which seems to undergoing a rolling nightmare, with many redundancies from a small base and other account losses including Paddy Power.
Milka global equity director Karine Chik says: “Milka is a beloved brand, focused on one universal human emotion, tenderness, and a delicious product that delivers against that truth. We believe that Wieden+Kennedy Amsterdam is the right partner to raise the bar even further on Milka.”
A “beloved brand focussed on tenderness?” Suppose global equity directors talk like that.
Not to be outdone, agency ECDs Eric Quennoy and Mark Bernath add: “In a world full of cynicism, it’s nice to get the chance to tap into a brand that brings out the goodness in all of us. And of course, we are very excited to come face to nose with a famous lilac cow.”
Amsterdam is also famous for…
Anyway it’s a terrific win for W+K although, perhaps, not the easiest task in the confectionery market. W+K Amsterdam also handles Nike, Heineken, Booking.com, Electronic Arts and Proctor & Gamble.