Nestlé, the global leader in food and beverages, has selected Publicis Media China as its new media agency. Publicis Media China will now handle Nestlé's extensive media portfolio throughout China, including planning and purchasing for social, mobile, and performance media. This partnership encompasses Nestlé's entire range of products in China, spanning categories such as confectionery, milk powder, coffee, snacks, beverages, and more.
Nestlé awarded its media account to Publicis Media China following a competitive pitch that highlighted the agency’s data and technology-driven capabilities. Publicis Media China impressed with a strategy demonstrating a deep understanding of Nestlé’s business in China, presenting innovative solutions aimed at broadening and deepening consumer reach and driving significant business results. Publicis Communications has collaborated with Nestlé in China for over 14 years, providing creative services and customer relationship management (CRM). With the recent inclusion of media and eCommerce services in their role, Publicis Communications aims to offer a more unified and integrated approach. This enhancement strengthens their support for Nestlé’s strategic goals in China.
To reinforce these initiatives, Nestlé has launched Nestlé One, a specialized team dedicated to its operations in China. This initiative seeks to enhance coordination and coherence across creative, media, and CRM operations, advancing Nestlé's business objectives. Implementation is scheduled to begin in August 2024, with key strategies and campaigns slated for upcoming months.
David Zhang, executive vice president of Nestlé S.A. and CEO Zone Greater China, said, “Nestlé is always seeking new ways to connect with our consumers in the digital age. Publicis Groupe has shown that they are at the forefront of innovative digital strategies with their 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”.
Meanwhile, Jane Lin-Baden, Asia Pacific chief executive officer of Publicis Groupe, commented, “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”.
Nestlé, a prominent figure in the food and beverage industry worldwide, is committed to enhancing quality of life through food, both now and in the future. The company emphasizes a cohesive marketing approach that incorporates e-commerce and digital innovation, ensuring broad brand visibility across various platforms.