OgilvyOne to create CRM programme for Nestle's operations

Nestle, the global food and beverage giant, has appointed OgilvyOne to build a global customer relationship management (CRM) programme.

Nestle, the global food and beverage giant, has appointed OgilvyOne to build a global customer relationship management (CRM) programme.

The agency will work across Nestle's divisions to build closer relationships with customers. This follows some successful projects the agency has carried out for Nestle including work in the UK for the Felix cat food brand.

The agency has been appointed on an international basis from Nestle's Zurich headquarters. No-one from Nestle or OgilvyOne was available to comment.

Nestle's direct marketing in the UK has so far been based around specific projects for brands rather than a sustained relationship marketing drive.

Much of its below-the-line activity is promotions-driven through agencies including Black Cat.

The appointment of OgilvyOne follows investment in CRM by Nestle's rivals Unilever and Procter & Gamble.



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