This story was first published on Campaign Asia.

Ferrero has appointed PHD for media duties in emerging markets following a six-month review that included five agencies.

The emerging markets group included Southeast Asia, Korea, Hong Kong and Taiwan in the Asia-Pacific region, as well as the Middle East, Africa and selected European countries.  Mindshare was the main incumbent, while Optimedia held the business in the Middle East.

A spokesperson from Ferrero in Italy told Campaign Asia-Pacific there had been “a comprehensive comparison of processes, structure and services as well as case studies for different brands out of Ferrero’s portfolio.”

“All invited agencies demonstrated their conceptual and strategic potential,” the spokesperson added. “We acknowledge the exceptional professionalism and utmost commitment of all participating global media groups.”

The spokesperson added that with PHD, “we expect to be able to communicate through an innovative media strategy in an integrated and effective manner” to consumers in the designated markets.

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