Perfetti Van Melle consolidates media into Optimedia China

The pitch involved a total of four media agencies in China: Optimedia, Mindshare, Carat and Maxus.

The confectionery company called for a strategic review of its agency partners in China in an effort to consolidate traditional and digital media assignments for the next three years.

The focus was to increase media impact and consumer relevance for the company's brands, such as Mentos, Chupa Chups, Alpenliebe and Big Babol, by further optimising the client’s paid, owned and earned ecosystem.

In the end, Optimedia "demonstrated strong strategic and analytical capabilities, and a real creative mind-set", said Shawn Warren, managing director of Perfetti Van Melle Confectionery in China.