Maxus Scoops Perfetti Van Melle Lead Media Agency Role

WPP’s Maxus was announced as Perfetti Van Melle UK’s new lead media agency on November 11. Maxus informs it won the account following "a competitive four-way pitch that included the incumbent agency,” with the account worth GBP 4 million in billings. 

Maxus’ press release explains that its appointment covers the entire Perfetti Van Melle brand portfolio, including: Mentos, Mentos Gum, Chupa Chups, Fruittella and Smint. Maxus will oversee the delivery of fully integrated media campaigns, covering all areas of planning and activation.

Maxus’ first campaign for Perfetti Van Melle will be the "Mentos Mentors" campaign which will run across TV, VOD, and social media from November 7 until the end of the year. 

Roel Nouws, Managing Director at Perfetti Van Melle UK, said: "Our ambition to grow our brands with exciting media plans and efficiencies have been mirrored by the Maxus team and we are looking forward working with Maxus intensively to support our brand growth further."

Anna Hickey, Managing Director at Maxus, added: "Perfetti Van Melle’s confectionery is some of the most loved in the world. To be working on such an established brand portfolio is hugely exciting for everyone involved at Maxus. The quick turnaround from appointment to implementation on our first piece of work for Perfetti Van Melle, showcases Maxus’ ability to get under the skin of its clients’ business and deliver great work quickly."

Maxus is part of GroupM, responsible for nearly one-third of all media investment worldwide and serving as parent company for all of WPP’s media agencies.

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