Nestlé dumps Wavemaker for UM

WPP’s Wavemaker has lost Nestlé Oceania’s media account to UM, the food and beverage giant announced this morning.

Mediabrands-Thrive UM will manage the account which was held by Wavemaker for the past three years.

A selection of Nestle’s brands

Danny Bass, CEO Australia & New Zealand for IPG Mediabrands said in a statement: “After a very thorough four-month process, we are delighted to be awarded the Nestle business within the Mediabrands Group, powered by THRIVE UM.

“We have all worked tirelessly to ensure the very best for Nestle, an iconic business with ambitions that match ours, to be the best we can be and evolve into the future. We will be working closely with them all to ensure a smooth and swift transition.”

Nestlé opened the account to pitches in February which sees the winner manage brands including KitKat, Allen’s, Nescafe, Milo, Maggi, Uncle Tobys, Nespresso and Purina.

Incumbent Wavemaker had held the account since GroupM’s MEC won the account in 2014. The agency was renamed to Wavemaker following a merger with Maxus in 2017.

Peter Vogel, CEO of Wavemaker Australia & NZ, said of losing the account:  “We’re proud of the work and media value we created for Nestlé over the past three and a half years, and I believe we are leaving the business in a stronger position as a result.

“It’s always disappointing to say goodbye to a client but we wish Nestlé a happy and productive relationship with its new media agency. I’d also like to thank our hugely talented and committed team at Wavemaker for their hard work and collaboration on the Nestlé business over the years and during the pitch.”

Nestlé director of Communications & Marketing Services Therese Kallie said in a statement: “The agency review follows global best practice – ensuring that we continue to re-examine how we manage our media investment, which moves beyond the old world of strategy, planning and buying – to address the challenges posed by an attention poor target audience and the dynamic, ever changing media landscape.

“After careful deliberation, we have appointed Mediabrands-Thrive UM to partner with us. Their response demonstrated a great understanding of our business as well as the complexity of the current landscape and included broad thinking around building digital platforms, brand experience opportunities and personalised consumer data use to help us accelerate our brands’ performance.

“We would like to extend our thanks to Wavemaker and Mediacom for their excellent collaboration over the past few years. There have been some great achievements delivered by both agencies.”


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