Perfetti Van Melle Awards Gum Brands’ Account to Interpublic with FCB London as Lead Agency

Perfetti Van Melle (PVM), one of the world's leading manufacturers and distributors of confectionery and chewing gum, announced the appointment of FCB London, part of Interpublic Group, as its lead agency for creative and strategic responsibilities for a portfolio of its gum brands. This decision follows a highly competitive pitch and marks the beginning of an exciting new partnership with Interpublic, the global marketing and communications company.

FCB London will spearhead creative initiatives for several of PVM’s most iconic gum brands, including Trident, Stimorol, Hollywood, Dentyne, V6, Bubblicious, and Bubbaloo. The agency will collaborate with IPG and partner agencies to enhance PVM’s brand presence in key global markets, including North America, Spain, and the Nordics.

Perfetti Van Melle continually seeks opportunities to push the creative boundaries of its products, and this partnership represents a significant step toward delivering even more innovative and memorable sweet treats to consumers worldwide. With a portfolio enjoyed in over 150 countries, PVM remains committed to spreading joy and smiles through its imaginative range of confectionery and gum.

Roel Nouws, chief commercial officer at Perfetti Van Melle, commented, “At Perfetti Van Melle, we strive to partner with forward-thinking companies that share our drive for innovation and excellence. We’re excited to have chosen IPG and FCB London as their global reach and extensive network of partner agencies aligns perfectly with our ambition to continuously push our brands to new heights. Their shared vision and passion for elevating our iconic brands will help us break new creative boundaries and deliver joyful, memorable experiences to consumers around the world.”

Katy Wright, CEO of FCB London, added, “Perfetti van Melle is an incredible company that from day one made it clear how much it values strong partnerships. This was evident throughout the process, and our shared desire to push for breakthrough creative made the win that much sweeter. Working across this exciting range of brands to deliver creative excellence that truly resonates is exactly the brief we love, and we’re eager to get started.”