Publicis has lost the multi-million-pound Nescafe global branding
campaign to the rival Nestle roster agency, McCann-Erickson.
McCanns pitched against the incumbent, Publicis, and Nestle’s other
roster agency, Dentsu, for the task of creating the second phase of the
’open up’ campaign, which will air in 110 markets (Campaign, 12
Nestle spent pounds 8 million on phase one of the campaign in the UK
alone last year and the spend for phase two is expected to be
The move comes as a major blow to Publicis, which was thought to be
making serious in-roads on the Nescafe business. The agency was
appointed to create the first ’open up’ campaign in September last year.
The ads aired in 30 markets worldwide and the move was seen as a threat
to McCanns’ status as Nescafe’s agency of record.
Maurice Levy, the Publicis worldwide chairman, confirmed the agency had
lost the business. ’The fact is that the next commercial for Nescafe
’open up’ - which was invented by Publicis - will be created and
produced by McCanns. That cannot be denied by anyone,’ he said.
’This is not good news for Publicis, but it’s not bad news. Nestle
expects all its agencies to contribute on an equal level; it’s not a
competition between McCanns and Publicis.’
Publicis will still handle advertising for Nescafe in some countries,
including France, Germany, South Africa and Switzerland, but will no
longer manage the brand on a global basis.
The first phase of ’open up’ featured people from all over the world
enjoying a cup of Nescafe. McCanns’ next advertising for the brand is
expected to follow a similar creative idea and will break in the
Nestle called a review of its global advertising arrangements for
Nescafe in March and surprised its roster shops by including CDP, part
of the Dentsu group, in the talks. Dentsu handles the advertising for
the brand in the Far East but had never before been invited to pitch for
work that will air globally.
The ’open up’ campaign replaced the popular Gold Blend love-saga,
created by McCanns in the UK. After 11 years and three couples, Nestle
axed the final ’will-they-won’t-they?’ campaign after just one ad.
Media, which is handled by Universal, is unaffected by the move.