According to a brand representative, Merkley had held the business for more than a decade. The agency declined to comment on whether they repitched for the account.
Terri & Sandy, a New York indie, won the account following a competitive pitch against four other undisclosed agencies. The pitch process kicked off in February.
The value of the business was not disclosed.
Terri & Sandy will now lead all creative, strategy and execution for Nutella’s US business. Media and PR will continue to be handled by PHD and Golin respectively.
Todd Midura, vice-president, marketing for Nutella North America, said: “We are constantly looking at innovative approaches to engage our fanbase and reach new users. We are excited to work together with Terri & Sandy and build upon our strong foundation of creating emotional connections with consumers”
Sandy Greenberg, co-chief executive of of Terri & Sandy, added: “The client brief was clear: build on the brand's breakfast heritage to ensure Nutella's rightful place in every cupboard.
“The chemistry between our teams was undeniable from the get-go, and we have no doubt the work will make a bold statement for the Nutella brand.”