Perfetti Van Melle appoints Wavemaker in China

Perfetti Van Melle has appointed Wavemaker as media agency of record in China. The remit includes media planning and buying for all the company's brands, which include Alpenliebe, Chupa Chups, Mentos and Big Babol. The agency is already working on a Chinese New Year campaign.

Havas, Dentsu and Wavemaker reportedly participated in the pitch, and the incumbent was Publicis Media (Optimedia China). The win is part of a global pitch, a spokesperson told Campaign China, with results for APAC and the rest of the client's markets still to come.

“Through the pitch process Wavemaker demonstrated strong understanding of market dynamics including consumer insights, data analytics and media power," Purple Quan, Perfetti Van Melle marketing director, said in a release. "We’re excited to work with the team and their culture of positive provocation is a great fit for us. We expect to achieve greater success together.”

Wavemaker will produce bespoke activations and leverage media, content and technology to identify growth opportunities while helping build long-term brand equity, the agency said.

“Perfetti Van Melle brands have a strong emotional connection to people in China, so we are honoured to be chosen as a partner to help them further develop these relationships,” Gordon Domlija, Wavemaker China CEO and APAC president, said.