Nestle Malaysia moves Maggi business from Ogilvy to Publicis

A press statement from Publicis said the appointment will be effective 1 June.

As part of this appointment, Publicis will handle the full communications assignment for the entire product portfolio of the Maggi brand.

The business was aligned to Publicis, the principle global roster agency for Maggi, following a full strategic review. Nestle's global roster consists of Ogilvy & Mather, Publicis and McCann Erickson.

The majority of the Maggi packaging and point of sale is already handled by Publicis Malaysia’s design agency CGS. The retail and shopper competency forms a critical part of the agency’s Maggi Contagious brand team. This team consists of expertise in packaging, shopper marketing, branded content, CRM, digital, PR and advertising.

Dean Bramham, CEO of Publics Malaysia said: “The Maggi brand has a great heritage and holds a very special place in the hearts of all Malaysians. The brand has big ambitions to drive innovation and inspiration to match the food and lifestyle trends that are emerging in this fast moving economy with over 30 million consumers. Our goal is to evolve and lead a new Maggi conversation with consumers".

Maggi is the leading culinary brand in Asia, and a worldwide leader in flavour and meal enhancement.

Last year Nestle appointed ZenithOptimedia to handle its US$3 million Taiwan media account as the agency-of-record after a two-way pitch that involved Mindshare.