Impact Proximity has been named Perfetti Van Melle’s agency of record for the UAE following a long and protracted pitch process.
The Dubai-based agency will be responsible for creative strategy and development across all media for the Italian/ Dutch confectionary manufacturer’s brand portfolio, which includes Chupa Chups, Fruittella, Mentos, Big Babol and Smint.
Impact Proximity has already been briefed on its first brand assignment and, pending the finalisation of its contract, will commence work during October. The brief may extend to other GCC markets.
A number of other agencies, including JWT, TBWA\Raad and Memac Ogilvy, were involved in the pitch and two other specialist agencies have been chosen to work with Perfetti Van Melle, although the company declined to name them.
Robbert Hazelaar, regional marketing and sales director for Perfetti Van Melle, said: “Perfetti Van Melle wants to step-change its marketing in the Middle East. We searched for and chose an agency partner that we feel will really gel with our company culture, an agency which showed us they had new generation thinking and fresh creativity. Impact Proximity impressed us with their strategies, their new media knowledge and their innovative ideas. I have no doubt we are going to produce some great campaigns that will give our brands the stand out we expect.”
Kieran O’Sulllivan, Impact Proximity’s general manager, added: “We’re really proud of this win; it proves that the time is right here in the UAE for an Agency with integrated creative ideas and new media expertise.”