Agencies line up for Nescafe digital task

Nestle has called a digital pitch as part of plans to relaunch its Nescafe instant coffee brand.

Nestle is putting together a shortlist of agencies. The winning agency will create an online campaign, to kick off at the beginning of next year, and will also relaunch Nescafe's website. Activity is also expected to include social networks and blogging.

In August, Nestle announced it was raising its digital marketing spend by 400 per cent year on year. It is also looking to boost its use of interactive TV from next year.

In April this year, Nescafe agreed a six-month partnership with GCap Media's Classic FM. Activity included radio sponsorship, magazine content, branded CDs and events sponsorship.

In November 2005, Nestle appointed Joshua to handle a £15 million customer relationship marketing strategy. The agency developed activity, including digital, direct marketing and sales promotion, across Nescafe Original, Gold Blend, Decaff and Half Caff as part of Nestle's Pick Me Up loyalty scheme.

Nestle refused to comment.

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