Nestlé hands local media account to WPP bespoke solution, OpenMind

Nestlé has awarded its Australian media account to OpenMind, a bespoke solution powered by GroupM and WPP first created for the FMCG brand across EMEA in September.

Mediabrands' UM was the incumbent after winning the business from GroupM's Wavemaker in 2018. This time around, the pitch - which began in March last year - became a shoot-out between UM, Publicis' Starcom, and OpenMind.

Aimee Buchanan, CEO of GroupM Australia and New Zealand, said: “We are thrilled that Nestlé has chosen OpenMind to help deliver on its media transformation across ANZ. 

“We were immediately excited by the Nestlé ambition and have loved working through this process with the team.  Our proposed combination of capability, innovation and technology resonated as a vehicle for growth. 

“We can’t wait to get started working on these amazing brands with this great group of marketers.”

The appointment of OpenMind powered by GroupM is effective 1 June 2024, and will see the bespoke agency work across Nestlé's portfolio, which includes KitKat, Allen’s, Nescafé, Milo, Maggi, Uncle Tobys, Nespresso and Purina.

Anneliese Douglass, Nestlé Oceania director of marketing and communications, said that appointment followed a comprehensive tender process as part of Nestlé’s global media transformation review.

"We wish to thank UM, Publicis, and GroupM for all their work as part of the review. All three presented compelling, quality work which highlighted the strength of Australia and New Zealand’s media companies."

“In particular, I wish to acknowledge the work of UM, who have delivered great strategic work and strong media buying results since 2018. We wish them all the best for the future.

“The Nestlé Australia and New Zealand team is looking forward to our future relationship with OpenMind powered by GroupM.”

Last year, Nestlé appointed OpenMind to be the sole media agency in Europe.

A Nestlé spokesperson said in a statement at the time: "The result (of the contract) will be better decision-making and media planning to allow campaigns to build brands and win consumer attention at scale.”

With the local win, Nestle joins Mondelez (Wavemaker), Mars (essenceMediacom), and Unilever (Mindshare) within the GroupM portfolio.

See also: Wavemaker to continue $50 million partnership with Mondelez in Australia
See also: Unilever Australia and New Zealand appoints Mindshare as its media agency