Nestle’s U.S. division has awarded planning buying duties to WPP’s GroupM. The incumbent was Publicis Groupe’s Zenith. Nestle launched the review four months ago as it put a new emphasis on cost savings. The workload includes Nestle Nutrition, Nestle Health Sciences, Nespresso USA, Nestle Waters North America, Nestle Purina PetCare and Nestle USA, reports AdAge.
Group M will service the account from its New York and Los Angeles offices.
The marketer, whose brands include Digiorno, Stouffer’s and Lean Cuisine, spent $753.3 million on measured media in 2012, according to Kantar Media.
“Our decision to award the business to Group M was based on a strong combination of factors including strategic planning, digital acumen, team strength and buying efficiencies,” Alicia Enciso, chief marketing officer for Nestle USA, said in a statement provided to Ad Age. “We will immediately initiate a phased transition of all U.S. businesses, and look forward to working with Group M to prepare for upfront media negotiations and 2014 planning.”
The shift is a big loss for Zenith, but the firm’s recent Kohl’s and Farmers Insurance wins should offset.
Last week Nestle USA awarded creative and digital for its Buitoni North America brand of refrigerated pastas and sauces to Marcus Thomas of Cleveland. Creative had been at Publicis New York; digital was at Night Agency, New York.