SYDNEY, AUSTRALIA — Global confectionery manufacturer Perfetti Van Melle, the brand behind cultural candy icons like Chupa Chups and Mentos, has officially awarded its ANZ media business to Havas Media Network. The appointment follows a competitive multi-agency pitch that sought to find a partner who could deliver bold, resonant ideas while driving smarter performance across media.
“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.”
Havas will lead the charge in reshaping media strategy for beloved brands like Chupa Chups and Mentos, with a focus on creating new value from existing media investment, enhancing planning efficiency, and reducing waste.
Fueling this transformation is Converged – Havas’ proprietary engagement platform. With access to over 35,000 audience insights across demographics, behaviors, attitudes, and purchase data, Converged gives the team a hyper-detailed map of who, where, and how to reach the sweet spot of consumers.
