Top Story


Home >> Media – Print >> Article

International: Nestle moves Maggi account to Publicis/United Campaigns in Russia

Font Size   16
International: Nestle moves Maggi account to Publicis/United Campaigns in Russia

Publicis/United Campaigns has been appointed by Nestle to handle the Maggi soup account in Russia, which McCann-Erickson Worldwide has held for six years. The assignment follows a pitch between McCann and Publicis.

Maggi is one of the best-known foreign brands in Russia. Some 17% of the Russian population have consumed Maggi bouillon cubes, instant soups and mayonnaise and 47% of the Russian population is aware of the brand, according to marketing agency Comcon.

Although Nestle would not divulge its advertising budgets, around $3 million was spent advertising Maggi on national TV in the first half of the year, according to a study. McCann continues to work for Nestle in Russia on the Nescafe, Nesquik and Friskies brands.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular