Home » Nestle picks WPP Openmind as its sole media agency in Europe

Nestle picks WPP Openmind as its sole media agency in Europe

Kit Kat chocolate covered wafer bars manufactured by Nestle are seen in London, Britain, July 25, 2018. REUTERS/Hannah McKay/Photo Illustration/File Photo Acquire Licensing Rights

LONDON, Sept 19 (Reuters) – Nestle said on Tuesday it has picked WPP Openmind to be its sole media agency in Europe, as the world’s biggest packaged food maker seeks to target consumers more efficiently amid a cost of living crisis that is changing shopping habits.

Scoring Nestle’s agency business is a major win for WPP Openmind at a time when global ad spending is falling. WPP (WPP.L), the world’s top advertising group, in August downgraded its full-year growth forecast due to lower spending by technology companies.

“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,” a Nestle spokesperson said in a statement.

WPP Openmind will coordinate Nestle’s marketing communications — from space buying and planning to campaign activation — for its more than 2,000 brands including Kit Kat and Nescafe.

Nestle declined to comment on how much it spends on advertising in Europe.

Reporting by Richa Naidu; Editing by Catherine Evans

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London-based reporter covering retail and consumer goods, analysing trends including coverage of supply chains, advertising strategies, corporate governance, sustainability, politics and regulation. Previously wrote about U.S. based retailers, major financial institutions and covered the Tokyo 2020 Olympic Games.