Nutella names Terri & Sandy AOR, ending decade-long deal with Merkley + Partners

Nutella's creative account goes to Terri & Sandy

Ferrero USA has named Terri & Sandy as the US creative agency of record for Nutella, an account previously held by Omnicom’s Merkley + Partners.

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.”

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