Task: Search and selection to find a global activation agency for Ferrero’s Nutella® brand
Assignment Timescale: 3 months
The Nutella® Global brand team wished to appoint an agency partner to provide support for a number of strategic brand-building activations with the objective of strengthening the bond Nutella® has globally with its consumers.
As well as expertise in strategic planning the requirement for the new agency
included a broad scope of communication services – digital, advertising, direct marketing, multimedia interactive communications, sales promotion and activation.
Our conventional search and selection methodology was adapted to facilitate a virtual approach in recognition of the travel and meeting restrictions during the containment of the coronavirus.
Independent and network agencies based in London and Western Europe with good travel connections to Luxembourg (Ferrero’s headquarters) were considered.
Following a successful pitch the account was awarded to Mullen Lowe, London.
A Ferrero spokesperson said:
“We are excited to appoint Mullen Lowe to develop the new global Nutella® activation. I’d like to thank The Observatory London, who provided us with excellent support during the pitch process.”
And the key stakeholder Davide Chessa, Head of Global Marketing and Innovation – Nutella® commented:
“Working with Stuart and Christine was an absolute pleasure, always responsive they have provided valuable guidance and ensured a smooth, fast and successful outcome.”