Nestle seeks agency for CRM beverage task

LONDON - Nestle is talking to direct marketing agencies about a £15m customer relationship marketing brief for its beverages division.

The company has contacted a number of non-roster agencies about a brief to develop a trade and loyalty strategy for one of its coffee brands.  The successful agency will go on to develop trade and relationship marketing across all of its drink brands, including Nescafe and Nesquik.

The brief signals a large increase in Nestle's UK direct budget. It spends less than £1m a year on direct mail, according to Nielsen Media Research figures. The CRM task is worth more than £15m over three years.

Relationship marketing for Nestle's beverages is handled globally by MRM Partners and OgilvyOne.

MRM works on projects for Nescafe and handles the online activity for Nesquik in 22 markets. OgilvyOne runs its global customer database. However, the London outposts of both networks are not involved in the pitch.

The bulk of Nestle's advertising budget for its beverages division is spent above the line, with £10m a year going on TV. Its advertising is handled globally by McCann Erickson, while media is held by MindShare.

Nestle retains a sales promotion roster, which includes Billington Cartmell and Chemistry Communications.

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