Nestlé wraps media pitch, hands entire ASEAN account to one agency

Nestlé has wrapped up a media pitch that was called in July last year with GroupM's OpenMind taking over the Singapore, Thailand, Indonesia, Philippines, Malaysia and Vietnam markets.

MARKETING-INTERACTIVE understands that media pitches for the Middle East, China and North Africa are ongoing. Previously GroupM only managed its Philippines, Malaysia and Vietnam accounts, while IPG handled its Singapore and Thailand markets and Dentsu handled its Indonesia markets. The Philippines and Vietnam are some of the biggest markets for Nestlé.

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VP for Zone Asia Oceania Africa Simone Touma said the appointment is part of Nestlé’s Zone Asia Oceania Africa transformational media review to enable seamless and integrated audience-first media communications, improving the effectiveness and efficiency of Nestlé’s media investments behind its strong brands in the ASEAN region.

"We wish to thank our four global agency partners IPG, Dentsu, Publicis, and WPP for all their work put for the review. All four agencies presented compelling, quality work and we look forward to our regional ASEAN relationship with GroupM’s OpenMind,” Touma said. 

In 2022, Nestlé handed both its Philippines and Vietnam media and eCommerce duties to OpenMind. Globally OpenMind has also nabbed Nestlé's Europe and Oceania businesses.

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