SHANGHAI, CHINA — Publicis Media China has been appointed by Nestlé, a global food and beverage leader, as its new media agency in China. The appointment will see Nestlé entrusting Publicis Media China to manage its media requirements, including media planning and buying for social and mobile as well as performance media in China.
Publicis Media China went through a competitive pitch to win Nestlé’s media account, which underscores the strength of Publicis Media’s capabilities, which are anchored on data and technology. In addition, Publicis Media China has also successfully put forth a strategy that reflects its deep understanding of Nestlé’s business in China and presented innovative solutions that widen and deepen its reach to more consumers and drive greater business results.
Publicis Communications has been serving Nestlé for 14 years in China, providing creative services and customer relationship management (CRM). With this latest win for media and eCommerce services, it will be able to provide a holistic and more integrated approach and a more effective marketing strategy to support Nestlé’s ambitions in China.
Nestlé One, an exclusive team dedicated to Nestle China, has been assembled to serve this purpose. There will be more significant synergies and alignment across creative, media, and CRM to achieve Nestlé’s goals. Plans will be underway from August 2024, with pivotal strategies and campaigns poised for launch in the ensuing months.
Publicis Media China will have media responsibilities for Nestle’s entire product portfolio in China, which encompasses diverse categories such as confectionery, milk powder, coffee, snacks, beverages, and more.
Nestlé is a globally renowned food and beverage company committed to unlocking the power of food to enhance the quality of life for everyone today and for generations to come. Concurrently, it is placing significant emphasis on a uni-marketing approach, including ecommerce and digital transformation, within the brand’s overarching marketing strategy through multi-channel coverage to achieve all-around brand exposure.
“Nestlé is always seeking new ways to connect with our consumers in the digital age. Publicis Groupe has shown that it is at the forefront of innovative digital strategies with its strong data capabilities and unique tools. We believe this continued partnership will allow us to create more meaningful connections with our customers, and we are excited to see where this partnership will lead us,” said David Zhang, Executive Vice President of Nestlé S.A and CEO of Zone Greater China.
“We are honored to be chosen as Nestlé’s trusted strategic partner. Nestlé places consumers at the center of its brand strategy. It has shown foresight in its innovative marketing approach, which is driven by digital and data, which is where Publicis’ expertise lies. We look forward to partnering with Nestlé to increase its effective investment in intelligent solutions to respond rapidly to Chinese consumers’ needs and supercharge Nestlé’s sustainable growth,” said Jane Lin-Baden, Publicis Groupe’s Asia Pacific Chief Executive Officer.
