Chupa-Chups and Fruitella owner Perfetti Van Melle (PVM) has appointed FCB London as its new lead creative and strategic agency for its extensive portfolio of gum brands.

FCB London will now lead creative initiatives for a range of household names, including Trident and Hollywood, as well as Stimorol, Dentyne, V6, Bubblicious and Bubbaloo.

The agency will work closely with IPG and its partner agencies to bolster PVM’s brand presence in key markets such as North America, Spain and the Nordics.

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“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,” said Roel Nouws, chief commercial officer at Perfetti Van Melle.

“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, described Perfetti van Melle as a brand that values strong partnerships. She said: “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.”