Nestle shakes up worldwide roster

Nestle is undertaking a massive overhaul of its $2 billion

global advertising arrangements that consolidates five major global

categories into five of its roster networks.

McCann-Erickson will be in charge of coffee, Publicis will look after

culinary products, Ogilvy & Mather has picked up the chilled dairy

business, Lowe Lintas has been given sugar confectionary and J. Walter

Thompson will look after chocolate brands.

The food giant has yet to decide which of its networks will pick up the

global pet foods category, which includes the Friskies and Felix brands,

currently held by McCann and BMP DDB respectively.

It is unclear where the overhaul leaves Nestle's other roster network,


The new alignments will take considerable time to implement and, as yet,

specific brand movements between agencies are not known.

However, the news raises questions over brands such as Coffee-mate at

Publicis and Crosse & Blackwell at McCann remaining with the


It also questions Roose & Partners' hold of its Nestle Rowntree brands

such as Toffee Crisp and Maverick.

"After two years of trials we have decided to apply as of the beginning

of next year the concept of lead agencies," a Nestle spokesman


"The lead agency will of course work closely with the marketers within

our various strategy business units and within our geographic zones to

define together and to help to realise a single business vision for the

brand or category."

The spokesman was eager to point out that the news will not affect all

Nestle brands. He also insisted that the company will not be firing any


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