Media Edge wins £28m global Barilla account

The Media Edge, Young & Rubicam’s media arm, has won the $46m (£28m) worldwide account for Italian pasta brand Barilla, in all markets outside Italy.

The Media Edge, Young & Rubicam’s media arm, has won the $46m (&£28m) worldwide account for Italian pasta brand Barilla, in all markets outside Italy.

The account was formerly held by Mediacom TMB in all countries except its home market.

Media Edge will handle the business in the UK, the US and all other markets around the world, including Australia, Brazil, France, Spain, Germany and Scandinavia.

The Italian media account is held by CIA Medianetwork’s Blumedia and is worth about $125m (&£78m). The bulk of the creative in Italy is held by Y&R. The media win follows the move of the creative account earlier this year to Y&R from Grey.

Grey had previously held the account for three years.

Charles Courtier, managing director of The Media Edge for Europe, the Middle East and Africa says: “There aren’t many food brands like Barilla in the world: a great brand with great products.”

Barilla is the world’s largest pasta brand and has four key food areas: semolina products, egg pasta, tortellini and sauces.

The Media Edge is part of the Y&R group of companies and has 86 offices around the world.

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