• by Steve McClellan  @mp_mcclellan, September 2, 2020

New Zealand-based kiwifruit marketer Zespri International has consolidated its global advertising account with a team of WPP agencies led by VMLY&R and Mindshare.

The remit includes creative, media, consumer experience and commerce to the deliver the client’s brand proposition “Make Your Healthy Irresistible” across 53 countries including the U.S. and markets across Europe and Asia (excluding Japan).

WPP production operation Hogarth and commerce specialist Geometry are part of the team servicing the account. VMLY&R Asia Co-CEO Tripti Lochan will lead the new unified team. 

The selection was made after a year-long global pitch process managed by R3 Worldwide.

Zespri, the world’s largest kiwifruit marketer spends an estimated $100 million on media annually. The firm generates $2.2 billion in operating revenues per year. 

The pitch was said to include multiple holding companies.

“Throughout the selection process WPP agencies like VMLY&R and Mindshare have stood out for their strategic thinking, creative direction and innovation capabilities,” stated Jiunn Shih, Chief Growth Officer at Zespri International. “Most importantly, we were impressed by the talented and diverse team we’ve met.”

It's the second big win for WPP this week. Earlier it prevailed in Whirlpool's review for its strategic communications account across 29 countries in the Europe, Middle East and Africa region.