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,
Dentsu.
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
agencies.
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
confirmed.
"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
agencies.
