The World: Hong Kong - Group M to fight ZenithOptimedia for Nestle

Group M and ZenithOptimedia are to go head-to-head in the battle to win Nestle's $200 million media business.

The decision cuts out Universal McCann, which holds a large portion of the business, and Initiative and Starcom, which are also on the Nestle roster.

Nestle, which manufactures confectionery including Little Notions, instigated a review at the end of last year to simplify its advertising and media business. Currently, it has as many as four agencies in each country, but aims to work with just one in the future.