Shanghai, China – Global food and beverage giant Nestlé has named Publicis Media China as its new media agency, tasking them with managing the company’s comprehensive media portfolio across China.
Under this appointment, Publicis Media China will oversee Nestlé’s media requirements, including planning and buying for social, mobile, and performance media in China. The agency’s responsibilities will span Nestlé’s entire product portfolio in China, covering categories such as confectionery, milk powder, coffee, snacks, beverages, and more.
Nestlé awarded its media account to Publicis Media China following a competitive pitch that highlighted the agency’s data and technology-driven capabilities. Publicis Media China impressed with a strategy demonstrating a deep understanding of Nestlé’s business in China, presenting innovative solutions aimed at broadening and deepening consumer reach and driving significant business results.
Publicis Communications has been partnering with Nestlé in China for 14 years, delivering creative services and customer relationship management (CRM). With the addition of media and eCommerce services through this recent appointment, Publicis Communications is poised to offer a more cohesive and integrated approach, enhancing its ability to support Nestlé’s strategic objectives in China.
To bolster these efforts, Nestlé One, an exclusive team dedicated to Nestlé China, has been established. This initiative aims to foster greater synergy and alignment across creative, media, and CRM functions, driving forward Nestlé’s business goals. Plans are slated to commence in August 2024, with pivotal strategies and campaigns set for launch in the months ahead.
David Zhang, executive vice president of Nestlé S.A. and CEO Zone Greater China, said, “Nestlé is always seeking new ways to connect with our consumers in the digital age. Publicis Groupe has shown that they are at the forefront of innovative digital strategies with their strong data capabilities and unique tools. We believe this continued partnership will allow us to create more meaningful connections with our customers, and we are excited to see where this partnership will lead us.”
Meanwhile, Jane Lin-Baden, Asia Pacific chief executive officer of Publicis Groupe, commented, “We are honoured to be chosen as Nestlé’s trusted strategic partner. Nestlé places consumers at the centre of its brand strategy. It has shown foresight in its innovative marketing approach driven by digital and data, which is where Publicis’ expertise lies. We look forward to partnering with Nestlé to increase its effective investment in intelligent solutions to respond rapidly to Chinese consumers’ needs and supercharge Nestlé’s sustainable growth.”
Nestlé, a global leader in food and beverage, is dedicated to using food to improve the quality of life for all, present and future. It focuses on a unified marketing strategy that integrates e-commerce and digital transformation, ensuring comprehensive brand exposure across multiple channels.
