Perfetti Van Melle appoints Maxus as lead media agency

11 Nov 2016

LONDON — Perfetti Van Melle UK has today announced the appointment of Maxus as its lead media agency. Maxus won the account following a competitive four-way pitch that included the incumbent agency. The account is worth £4 million in billings.

The Maxus appointment covers the entire Perfetti Van Melle brand portfolio, including: Mentos, Mentos Gum, Chupa Chups, Fruittella and Smint. Maxus will oversee the delivery of fully integrated media campaigns, covering all areas of planning and activation.

Maxus’ first campaign for Perfetti Van Melle will be the ‘Mentos Mentors’ campaign which will run across TV, VOD and social media from the 7th November until the end of the year.

The campaign features a series of scenarios in which children remind adults how to connect with people and forms part of the wider “Who Says No to Mentos?” brand positioning.

Roel Nouws, managing director at Perfetti Van Melle UK, said: “Our ambition to grow our brands with exciting media plans and efficiencies have been mirrored by the Maxus team and we are looking forward working with Maxus intensively to support our brand growth further´

Anna Hickey, managing director at Maxus, commented: “Perfetti Van Melle’s confectionery is some of the most loved in the world. To be working on such an established brand portfolio is hugely exciting for everyone involved at Maxus. The quick turnaround from appointment to implementation on our first piece of work for Perfetti Van Melle, showcases Maxus’ ability to get under the skin of its clients’ business and deliver great work quickly.”

About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 300 staff. It is now a top ten UK agency, billing upwards of £400 million.

Maxus UK clients include L’Oréal, BT, Barclays, Fiat Group, Associated British Foods, npower and Avis Budget. It was named Agency of the Year at the 2014 Media Week Awards and was listed in the Sunday Times Best Company to Work for ranking the first time in 2016.

Maxus UK has pledged its commitment to the IPA’s Make The Leap campaign, supporting four diversity and equality goals, including aiming for 40% representation of women in senior management roles by 2020.

Maxus UK is part of the Maxus Global network, which employs over 3,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. For more information, visit and @maxuslondon

Maxus is part of GroupM, the world’s largest media investment management group, responsible for nearly one-third of all media investment worldwide and serving as parent company for all of WPP’s media agencies.

About GroupM
GroupM is the leading global media investment management company serving as the parent to WPP media agencies including Mindshare, MEC, MediaCom, Maxus, and Essence, as well as the programmatic digital media platform, Xaxis, each global operations in their own right with leading market positions. GroupM’s primary purpose is to maximize performance of WPP’s media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. GroupM’s focus is to deliver unrivaled marketplace advantage to its clients, stakeholders and people.

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