Nestlé switches to GroupM from UM

Ashley Regan
By Ashley Regan | 3 April 2024

The world’s largest food and beverage company Nestlé Oceania has appointed OpenMind powered by GroupM as its media agency in ANZ.

GroupM triumphed in the three-way shortlist including incumbent agency IPG's UM housed out of Sydney and Publicis Groupe's Starcom.

In September, Nestlé appointed a bespoke WPP agency OpenMind to the European arm. This will be replicated in ANZ

OpenMind will service brands including KitKat, Allen’s, Nescafé, Milo, Maggi, Uncle Tobys, Nespresso and Purina.

Nestlé Oceania director of marketing and communications Anneliese Douglass said the appointment followed a comprehensive tender process as part of Nestlé’s global media transformation review.

"We wish to thank UM, Publicis and GroupM for all their work as part of the review," Douglass said.

"All three presented compelling, quality work which highlighted the strength of Australia and New Zealand’s media companies.

“In particular, I wish to acknowledge the work of UM, who have delivered great strategic work and strong media buying results since 2018. We wish them all the best for the future.

“The Nestlé Australia and New Zealand team is looking forward to our future relationship with OpenMind powered by GroupM.”

GroupM Australia & New Zealand CEO Aimee Buchanan said the agency is thrilled Nestlé has chosen OpenMind to help deliver on its media transformation across ANZ. 

“We were immediately excited by the Nestlé ambition and have loved working through this process with the team.  Our proposed combination of capability, innovation and technology resonated as a vehicle for growth," Buchanan said.

“We can’t wait to get started working on these amazing brands, with this great group of marketers.”

The appointment of OpenMind powered by GroupM is effective June 1.

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