Nestlé expands dentsu Indonesia's remit to handle full-funnel media

Nestlé has appointed dentsu Indonesia to manage full-funnel media, including eCommerce, social, programmatic, SEO, and performance for all its brands. The appointment runs from October 2021 to December 2023 and follows a pitch held in the second quarter of this year. Mindshare is the incumbent. 

The appointment strengthens the existing partnership between dentsu and Nestlé, as iProspect Indonesia has been managing part of Nestlé’s search performance locally. Now with the extended mandate of media, dentsu Indonesia has formed a dedicated dentsu-Nestlé team that brings in the best of "One dentsu" with capabilities spanning across media, creative, and CXM service lines. Nestlé is enabling the greater capabilities to collaborate and elevate its integrated media strategy through data-powered brand building.

Nestlé Indonesia communication director, Guy Kellaway (pictured top left), said that with its integrated communications planning, the brand is confident in accelerating its media ambition to deliver strong business results in this ever-changing and accelerating world of media.

Dentsu International Indonesia's CEO, Maya Watono (pictured top centre), explained that the future of advertising lies in laser-focused insights, powered by data and technology and fuelled with creativity, all integrated in practice. "We are extremely proud of the work we do for Nestlé and are deeply committed to strengthening our partnership moving forward," she added.

Meanwhile, dentsu International Indonesia's chief strategy officer (media and performance), Arindam Bhattacharyya (pictured top right), said the agency has significantly accelerated in the past two years with compelling narrative of data creativity, strategic excellence, and ruthlessly consumer-first thinking. "We are honoured, humbled, and proud to bring home the Nestlé account and we commit to make this partnership magical," he added.

Dentsu also currently works with Nestlé in China for media duties. Meanwhile, Nestlé is in the midst of appointing a media agency in Singapore and Malaysia. The review was first called in June and Zenith is the incumbent on the account in Singapore and Malaysia. The FMCG giant said in August that eCommerce and OOH channels aided in its organic growth which hit 8.1%. ECommerce sales jumped by 19.2%, reaching 14.6% of total Group sales, while organic growth in out-of-home channels was 21.3%, helped by the easing of movement restrictions in some geographies.

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