Initiative Taiwan beats two agencies to Storck's first media task

The account was won following a three-way pitch involving a GroupM agency that started in May. The pitch was administered remotely from the client headquarters in Berlin via a consulting firm in the Netherlands.

Storck will foray into Taiwan with Werther’s Original, the most popular brand in its candy selection. It also owns other sub-brands such as Merci and Toffifee.

Werther’s Original has been sold through retail distributors and convenience stores in the past, but was not advertised before this, so there is no incumbent agency.

Responding to the win, Sheena Liu, managing director of IPG Mediabrands Taiwan said the nation is a candy-loving market, and many consumers are willing to pay more for imported premium chocolates and candy to treat themselves or offer as gifts.

Creative assets will be produced by the German headquarters and localised for the Taiwanese market. It is understood that traditional media channels such as television are being planned for.