Nestlé hands media duties for China to Publicis China

Global food and beverage company Nestlé has handed its media duties for China to Publicis China following a competitive pitch.  

The appointment will see Publicis China managing its media requirements including media planning and buying for social and mobile as well as performance media in China.  

Publicis Media China will have media responsibilities for Nestle’s entire product portfolio in China, encompassing diverse categories such as confectionery, milk powder, coffee, snacks, beverages and more. 

Publicis Media China was chosen for its capabilities anchored on data and technology. In addition, Publicis Media China has also put forth a strategy that reflects its deep understanding of Nestlé’s business in China and presented innovative solutions that serve to widen and deepen its reach to more consumers and drive greater business results.  

In China, Publicis Communications has been serving Nestlé for 14 years, providing creative services and customer relationship management (CRM).  

With this latest win for media and eCommerce services, it will be able to provide a holistic and more integrated approach and a more effective marketing strategy to support Nestlé’s ambitions in China. Nestlé One, an exclusive team dedicated to Nestle China has been assembled to serve this purpose.  

There will be greater synergies and alignment across creative, media and CRM to achieve Nestlé’s goals. Plans will be underway from August 2024 with pivotal strategies and campaigns poised for launch in the ensuing months.  

Concurrently, the brand is placing significant emphasis on having a uni-marketing approach including e-commerce and digital transformation within the brand's overarching marketing strategy through multi-channel coverage to achieve an all-round brand exposure. 

“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," said David Zhang, executive vice president, Nestlé S.A and CEO Zone Greater China. 

“We are honoured to be chosen as Nestlé’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, which is 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,” said Jane Lin-Baden, Publicis Groupe’s Asia Pacific CEO.  

MARKETING-INTERACTIVE has reached out to Publicis for more information. 

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