Perfetti Van Melle hands creative duties to McCann Jakarta

McCann declined to identify the competing agencies. The agency has been tasked with driving growth and awareness through integrated marketing solutions. McCann will be responsible for the brands' creative direction across ATL, BTL, digital and PR.

In 2012, the company chose BBH Asia Pacific to handle its gum brand Happydent in Indonesia. BBH is reportedly the agency of record for Perfetti’s Global Chupa Chups account and regional Mentos account.

Last year, Perfetti held a pitch in Vietnam, following which it made Lowe Vietnam its agency there.

Perfetti Van Melle is the largest confectioner and gum manufacturer in Indonesia, with 33 per cent of the market in the sugar confectionery segment and more than 50 per cent of the gum market.

“We are delighted to be working with Perfetti on some of Indonesia’s most loved brands, and look forward to creating outstanding communications to propel growth,” said Berndt Soderbom, president director of McCann Worldgroup Jakarta.