Mediaedge: CIA picks up £12.4m Ferrero UK task

Ferrero UK has appointed Media- edge:CIA to handle its £12.4m planning and buying media account after parting company with Initiative Media earlier this year.

The pitch was called after Ferrero and Initiative, which had worked together for ten years, fell out over fees. It is understood the argument led to the agency resigning the business. The appointment does not affect Ferrero’s relationship with Carat, which handles media planning and buying in eight European countries including France and Germany.

The move comes just weeks after the confectionery manufacturer appointed former Coca-Cola marketer Dave Tucker as UK marketing director (MW June 3).

He replaced Neil McIntosh, who was moved to the company’s German division to handle its praline products last November (MW November 13, 2003).

It is not known whether Tucker was involved in the agency’s appointment or if he plans to review its creative work. This is handled by in-house agency Pubbliregia and WCRS, which look after Tic Tac, Kinder and Nutella.

Ferrero revived its famous ambassador’s reception ad last year, in a version featuring a women handing out the chocolates instead of a man.


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