Ferrero USA Taps Merkley for Creative

NEW YORK Merkley + Partners has landed creative duties on Ferrero USA’s estimated $25 million account following a review that began in December, the client confirmed.

The other finalist was Publicis Groupe’s The Kaplan Thaler Group in New York, said sources. The first work from Omnicom Group’s Merkley, a campaign for Ferrero Rocher chocolate, is expected to break next month.

Ferrero USA in a statement said, “It’s not simply chemistry that determines the right client-agency relationship. In our case, it was critical to have both solid strategic thinking and creative to accelerate our business. Merkley’s team delivered an outstanding solution. We really look forward to working with them as partners.”

Other Ferrero brands include Tic Tac, Mon Cheri and Raffaello. Media duties landed at Publicis’ Zenith Media in March, also following a review. The creative incumbent, Interpublic Group’s McCann Erickson in New York, did not participate in the review, which was managed by Select Resources International in Santa Monica, Calif.