It is understood that Vizeum, The Allmond Partnership and OMD were the other agencies involved.
The account includes some of Ferrero's best-known brands, such as Ferrero Rocher, Kinder Surprise, Kinder Bueno, Kinder Chocolate, Kinder Happy Hippo, Tic Tac and Nutella.
The confectionery manufacturer put the account up for review after a bust-up with its media agency of 10 years, Initiative, over contract terms. Initiative resigned the account in May.
Olivier le Sage, Ferrero UK's marketing manager for innovations, research and advertising, oversaw the review and confirmed that the pitch was "closely fought". The move also follows former Coca-Cola marketer Dave Tucker's appointment as UK marketing director last month.
Carat continues to handle media planning and buying in a number of European countries including Germany and France.
Ferrero revamped its famous "ambassador's reception" advertising last year to feature a woman handing out the chocolates instead of a man. The previous advertising, with its oft-repeated "with these Ferrero Rocher you are spoiling us" line was regularly voted as one of the most annoying ads in Marketing magazine's annual 'irritating ads' poll.
Rob Norman, Mediaedge:cia chairman, said: "We are delighted with the news. Ferrero markets truly differentiated and innovative quality products and offers some terrific planning challenges."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
