Nestlé Vietnam shifts media and eCommerce duties to GroupM

Nestlé Vietnam has shifted its media and eCommerce duties from Publicis Media to OpenMInd, a dedicated Nestlé team operated by GroupM. This follows a pitch that lasted almost five months and involved Publicis Media and dentsu International. The remit begins on 1 October this year and runs until December 2025. 

The account covers integrated media planning and buying as well as biddable performance media and e-Business, Nestlé’s unit responsible for driving online sales on eCommerce platforms, for all brands and categories of Nestlé and its affiliates. OpenMind has already been handling the e-Business remit for Nestlé since January this year. Publicis Media has been the incumbent for over a decade. 

Hiep Hoang-Dao, director of communication and marketing services, Nestlé Vietnam, said: “Our businesses are going forward with a clear strategy of digitalisation acceleration to create engaging brand experience for our Vietnamese consumers. On this journey it’s crucial to go together with a media and e-Business partner that shares the same strategic point of view. We are confident with the outstanding digital competencies, realistic and actionable strategic media planning, as well as strong commitment demonstrated by OpenMind.”

Himanshu Shekhar, GroupM CEO for Vietnam, Indonesia and Thailand, added: “Winning Nestlé’s trust in Vietnam is a huge privilege for us. On behalf of our entire team and network I am thankful to leadership of Nestlé Vietnam for this opportunity. We are committed to make media a growth engine for Nestlé in Vietnam.”

Nestlé is currently working with OpenMind in Malaysia and IPG Mediabrands' Thrive in Singapore for media duties. The agencies were appointed during the fourth quarter of last year. Meanwhile, in Indonesia, Nestlé expanded its existing partnership with dentsu Indonesia last October by appointing the agency to manage full-funnel media, including eCommerce, social, programmatic, SEO, and performance for all its brands.

Photo courtesy: 123RF

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