Ferrero appoints McCann Worldgroup to Kinder and Tic Tac creative account

Ferrero has chosen McCann Worldgroup to handle its creative account for Kinder and Tic Tac in Europe, Asia-Pacific, the Middle East and Africa.

The appointment follows a competitive pitch, which also resulted in McCann taking on global brand strategy responsibilities for the two brands. In addition, the agency has won all Ferrero brands in Mexico.

The pitch was a consolidation of Ferrero’s creative accounts across the globe to “streamline its global agency portfolio."

Ferrero said the creative review had resulted in “new partners to support its global creative initiatives” but did not specify any agencies or brands.

The brand appointed MullenLowe Group UK in 2022 to be it creative agency across the UK and Mexico for the Kinder, Nutella, Tic Tac and Ferrero Rocher brands. It is not clear how McCann’s appointment affects MullenLowe at this stage.

In an internal memo to staff, Daryl Lee, global chief executive of McCann Worldgroup, said it had been a “highly competitive, nine-month long pitch”.

“Kinder is the largest chocolate brand in the world and Tic Tac is their most international brand,” he said. "This hard-fought win was an incredible demonstration of the power of our global McCann Worldgroup network creating together, working together, and collaborating together across every region, capability and market.”

A Ferrero spokesperson told Campaign: “We can confirm that the Ferrero Group has recently concluded a competitive pitch process to streamline its global agency portfolio and accelerate group digitalisation, with new partners to support its global creative initiatives and digital acceleration for Ferrero’s portfolio of brands in Europe, North America, Middle East and Asia. New work is expected to commence in September 2024.”

In addition, Ferrero awarded its global media account – worth $967.8 million (£748.8 million) – to Dentsu, Publicis Groupe and WPP last year.

McCann Worldgroup and MullenLowe declined to comment.