Perfetti Van Melle, the leading Global confectionary and gum manufacturer has run a competitive pitch in the Australian and New Zealand market, with Havas Media Network winning the media account. With a focus on unpacking who can best support the company’s ambition to create consumer cut through and help to build on their successful distribution footprint, Havas Media Network rose above the other agencies.
“Havas Media will begin work immediately on helping to create impactful innovative campaigns with a renewed customer centric strategy, defining new audiences to help drive brand consideration,” Michael Puglisi, Perfetti Van Melle Country Manager for Australia and New Zealand commented.
Virginia Hyland, CEO Havas Media Network ANZ said, “Perfetti Van Melle has been a valued client for the past four years. It can be extra challenging as the incumbent however to know that we have pitched against the leading indies and global networks and delivered a more compelling, competitive way of working where we are converging data smarts with the ability to activate at pace in channel to deliver greater impact and retail growth, is a huge boost for our talented agency team. We’re a very different and exceptionally strong offering, with the firepower of the globals coupled with our entrepreneurial spirit.”
“The Perfetti Van Melle marketing team are highly ambitious and continually committed to propelling their business forward, always challenging the status quo. This is exactly the type of marketing team that brings out the best thinking from Havas.”
As Perfetti Van Melle eyes growth, Havas Media will help turn new audiences into fans while keeping the brands front-of-mind for existing customers of Perfetti Van Melle’s most loved brands including Chupa Chups and Mentos. Part of the brief is to drive planning efficiencies and reduce wastage by installing renewed rigor to the media strategy and by unlocking new value from existing media investments.
Perfetti Van Melle will harness Havas Media’s suite of data, technology, and analytics tools to reach these audiences, including its engagement solution, Converged. Converged is powered by the most sophisticated dataset in the market, integrating over 35,000 audience insights drawn from geographic, demographic, attitudinal, behavioural, purchasing, and consumption data of more than half a million individuals.
Perfetti Van Melle is one of the world’s largest manufacturers and distributors of confectionary and gum, including global and regional brands such as Mentos, Chupa Chups, AirHeads, and Smint, with worldwide sales in over 150 countries.
About Havas
Founded in 1835 in Paris, Havas is one of the world’s largest global communications networks, with more than 23,000 people in over 100 markets sharing one single mission: to make a meaningful difference to brands, businesses, and people. Havas has developed a seamlessly integrated global strategy and operating system, Converged, designed to answer clients’ needs for standout, cross-functional, end-to-end communications solutions, supercharged by data, tech and AI, but powered by humans. Through its 70+ Havas Villages around the world, covering all communication activities, Havas’ teams work together with agility and in perfect synergy to offer tailor-made, innovative solutions to clients that support them in their positive transformation. Havas is committed to building a diverse culture where everybody feels they belong and can be themselves and thrive. Havas integrated into Vivendi, a global leader in media, entertainment, and communications, in December 2017. Further information about Havas is available at www.havas.com.
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