The uncertainty over the Nestle media buying and planning account in India is over. It remains with Universal McCann. The uncertainty cropped up on Friday last when the Switzerland-headquartered Nestle SA split its $ 1.6 billion global media planning and buying account between Publicis Group’s ZenithOptimedia and WPP's GroupM, dropping long-time roster agency Universal McCann.
According to Nestle India spokesperson, Himashu Manglik, the media planning and buying for the Indian subsidiary “will remain with Universal McCann”. He added that the announcement by Nestle SA in Vevey, Switzerland, last week referred to media operations across Nestlé's top media markets. The implication is that not all media accounts will shift across the board.
Nestle India’s decision to stay with Universal McCann is in line with the Swiss food and beverages giant’s decision that in Japan media duties will continue to be handled by Dentsu.
Nestle SA had justified the global parting of ways with Universal McCann on the ground that it was streamlining its media advertising to improve marketing efficiency. At the same time, it clarified that the decision did not affect the creative assignments of Nestle's aligned communications partners worldwide: McCann Erickson, Publicis, JWT, Ogilvy, Lowe and Dentsu.
In line with that, Manglik said the creative duties of Nestle India, too, will continue to be handled by the existing four agencies – McCann Erickson, JWT, O&M and Publicis.