Three Agencies Compete for Tic-Tac’s Creative Business

By Erik Oster Comment

img-thingFerrero U.S.A. “is in the late stages of a creative review for its Tic Tac brand,” Adweek reports, with three agencies awaiting a selection from the brand according to the publication’s sources.

Omnicom Group’s Merkley + Partners is purportedly defending against two unidentified agencies. The review is for the brand’s creative business, with media responsibilities remaining with PHD, also an Onicom unit. Merkley + Partners has held creative duties for Tic Tac since 2004, expanding their role in 2007 to include digital and advertising on new Tic Tac flavors.

According to Kantar Media, Tic Tac’s media spending approached $14 million last year. Ferrro U.S.A.’s spending reached around $55 million, including its popular Ferrero Rocher chocolate and Nutella brands.