Havas Media wins Perfetti Van Melle ANZ pitch, retains Esplanade SG mandate

Havas Media has retained two key accounts in the region. It has been reappointed as the media agency of record for global confectionery and gum manufacturer Perfetti Van Melle in Australia and New Zealand, and reaffirmed its partnership with Esplanade – Theatres on the Bay in Singapore. Both accounts are effective immediately and were awarded after competitive pitches.

Perfetti Van Melle is a manufacturer and distributor of confectionery and gum, including global brands such as Mentos, Chupa Chups, AirHeads, and Smint. It has sales in over 150 countries.

Campaign Asia has learnt that the account is worth AU$8 million (US$4.8 million). The agency’s remit includes driving planning efficiencies, reducing wastage, and introducing a more rigorous media strategy to unlock additional value from existing media investments.

“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,” said Michael Puglisi, country manager for Perfetti Van Melle ANZ.

“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,” Virginia Hyland, CEO Havas Media Network ANZ said. 

Perfetti Van Melle has been in Havas' portfolio since the last four years. 

In Singapore, Havas Media has been reappointed as the media agency of record for Esplanade – Theatres on the Bay, the country’s national performing arts centre. Havas has worked on this account's digital media, planning and buying strategy since 2018.

Havas' data-driven approach and digital expertise were cited as key factors in its reappointment. 

“Over the years, Havas Media has consistently demonstrated a deep understanding of our brand and a passion for creativity, which reaffirmed our confidence in continuing this partnership,” said Lee Kit Pui, director of marketing at Esplanade.

Pankaj Nayak, CEO of Havas Media Network Singapore, added: "Esplanade is a cultural institution that holds a special place in Singapore’s creative landscape, and we’re proud to continue supporting their vision. Our focus is on delivering bold, data-driven strategies that broaden Esplanade’s reach and drive lasting impact."