Swiss food group Nestlé has announced that it has decided to consolidate its entire media planning and buying with Publicis Groupe (ZenithOptimedia) and WPP (Group M).

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Nestlé said it took the decision after conducting a review of its media operations across its top media markets. The review involved media investment in all Nestlé brands, categories and Nestlé companies, as well as joint venture partner Cereal Partners Worldwide.


The company said Nestlé Japan, however, will continue its longstanding media relationship with Dentsu.


The initiative is aimed at leveraging Nestlé’s CHF2bn (US$1.6bn) media expenditure and will result in substantial benefits and value improvement to the company, resulting from a higher marketing efficiency.

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