As part of a consolidation of its $1.9 billion advertising business, Swiss food giant Nestle has decided to align several of its global categories into five of its multinational agency networks.
"The idea of the new concept," explains a Nestle spokesman, "is to appoint a lead agency per category or brand. Each of the lead agencies will work closely with the (respective) marketers to define and to help to realize a single business vision for the brand or category."
McCann-Erickson Worldwide becomes lead agency for Nescafe, Publicis becomes lead agency for culinary products and frozen foods, Lowe will be lead agency for sugar confectionery, J. Walter Thompson Co. will handle chocolate brands and Ogilvy & Mather Worldwide will handle chilled foods like yogurts.
Nestle has made no decision on its global pet foods category.
The new lead agencies "will not necessarily execute or develop the advertising for the category (or brand) worldwide," explains the company spokesman. "The lead agency has more of a consulting role."
He adds: "We believe it will lead to a greater shared ownership and accountability between our roster of agencies and the company."
None of Nestle's other agencies will be knocked off the roster, underlines the spokesman.
Dentsu for instance, was not assigned any worldwide category because of its lack of comprehensive international network. The Japanese agency however, will continue to play an important regional role. Nestle's specifically regional and local brands, are not affected by the overhaul.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...
The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions
Perfumes are invisible and these new ads from Skinn create a story out of this
New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking