Publicis Media wins Nestlé media remit in China

Publicis Media has won the Nestlé media account in China and will become the brand’s media agency of record. Campaign understands the incumbent agency was Dentsu, and Publicis will now take over media planning and buying responsibilities for social and mobile, as well as performance media in China. It is unclear the how much the account is valued at.

As Publicis Communications already has the creative and customer relationship management remits for Nestlé in China, Publicis Groupe has formed Nestlé One, a dedicated China team that will work on the brand's creative and media. The duties will begin in August 2024.

Jane Lin-Baden, Publicis Groupe’s APAC CEO, said: “We are honoured to be chosen as Nestle’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, 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.”

David Zhang, executive vice president and chief executive of Greater China at Nestlé, said: “Nestlé is always seeking new ways to connect with our consumers in the digital age. Publicis Groupe has shown that it is at the forefront of innovative digital strategies with its 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.”

GroupM's OpenMind handles Nestle’s media accounts outside China in Australia, Singapore, Thailand, Indonesia, Philippines, Malaysia, New Zealand and Vietnam.