ZenithOptimedia And Group M Win Global Nestlé Account
Publicis Groupe’s ZenithOptimedia and WPP’s Group M have won the £900 million global media planning and buying account for Nestlé following a fiercely fought competitive pitch.
The win will come as a blow to Universal McCann, which previosly handled the majority of Nestle’s European media planning and buying activity, with MindShare, ZenithOptimedia, PHD and Media Planning Group responsible for occasional country by country business.
Nestlé said in a statement this morning: “The initiative leverages Nestle’s 2 billion Swiss franc media expenditure and will result in substantial benefits and value improvement to the company, resulting from a higher marketing efficiency.”
The account was awarded following a six month review of media investment in all Nestlé products, companies and join ventures. This covers brands such as Ski yoghurt, Munch Bunch yoghurt and Nestle Condensed Milk, as well as cereals such as Cheerios and Shredded Wheat.
The review, which began more than six months ago, does not affect Nestle’s existing creative roster, which includes J Walter Thompson, McCann Erickson, Publicis, Ogilvy & Mather and Lowe. Nestlé Japan will also continue its longstanding media relationship with Dentsu for the foreseeable future.
The account win will give a boost to Publicis Groupe, which recently gave its clearest indication yet that it might follow in the footsteps of its rivals with the creation of a single media buying point outside of the US. Last month the French company said it will look to combine buying operations in some contries to obtain better prices for its clients (see Publicis Ponders Creation Of Single Buying Point).
ZenithOptimedia: 020 7224 8500 www.zenithoptimedia.com
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