Ferrero Group Entrusts iProspect with Extended Responsibilities, Securing U.S. Marketing Domination
Rewritten Article:
Ferrero, the killer of sweet cravings with its iconic brands like Kinder, Nutella, and Tic Tac, recently handed over its American media management duties to Dentsu Media's iProspect. The news broke towards the end of February.
With iProspect already controlling a substantial chunk of Ferrero's budget outside the U.S., winning this task has cemented iProspect's position as Ferrero's primary media agency. An insider spilled the beans to ADWEEK about this strategic move, divulging that the previous gig holder was GroupM's Mindshare.
This victory means Ferrero is now iProspect's biggest fish, a prize Dentsu Media has been eagerly pursuing since it revamped its organizational structure last year.
As for the details about Ferrero's partnership with iProspect in the U.S., limited information is available. However, Dentsu's global media prowess, often featuring collaborations between its agencies like Merkle DACH and dentsu X to deliver exceptional value, is well-documented. In Asia, iProspect is currently managing campaigns for brands like Pizza Hut and Shiseido. But, alas, no juicy Ferrero-specific U.S. details are to be found.
There is, however, a fascinating collaboration between Ferrero and Dentsu's dentsu X in the DACH region, highlighted during a 2025 Media Stars event focused on media strategies and insights. But again, this story is set in Europe, not the U.S.
For a comprehensive rundown of the reasons behind this media management shift and who might have lost out in the race, further sources beyond the existing materials would be essential. These results largely depict Dentsu's media operations in Europe and Asia, rather than the U.S. market.
- iProspect, recently appointed as Ferrero's U.S. media manager, now controls a significant portion of the confectionery giant's media budget.
- Prior to this, GroupM's Mindshare handled Ferrero's media management duties, but have now been replaced by iProspect, cementing the latter's status as Ferrero's major media agency.
- This strategic move by Ferrero, aiming to strengthen its finance and business aspects, has earned iProspect the title of its largest client in the industry.
- While details about Ferrero's partnership with iProspect in the U.S. are scarce, Dentsu's global media prowess, demonstrated by collaborations between its agencies like Merkle DACH and dentsu X, promises exceptional value.
