GroupM’s OpenMind wins Nestlé media pitch

Nestlé Oceania has appointed OpenMind powered by GroupM as its new media agency for Australia and New Zealand, following a comprehensive tender process as part of its global media transformation.

The bespoke agency will hold media responsibilities for Nestlé’s portfolio of brands including KitKat, Allen’s, Nescafé, Milo, Maggi, Uncle Tobys, Nespresso and Purina.

OpenMind is described to “bring together the collective brilliance that exists across WPP and GroupM”.

In April last year, Mumbrella revealed the $50 million account was going to pitch, and GroupM was invited alongside Publicis Groupe and the incumbent UM Australia. UM held the account for over five years, as it last went to pitch in 2018. It won in 2018, nabbing the account from GroupM’s Wavemaker (then-MEC), who previously took it from Zenith.

“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,” said Anneliese Douglass, director of marketing and communications at Nestlé Oceania.

“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.”

A selection of Nestle’s brands

Aimee Buchanan, CEO of GroupM ANZ, 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.”

Last year, Nestlé appointed OpenMind to its European media account, and it is understood the bespoke model will be replicated in ANZ.

OpenMind powered by GroupM will begin working with Nestlé on June 1, 2024.


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