GroupM has won the $60 million Nestlé media business, with MEC taking charge of the Australian media business and MediaCom nabbing the New Zealand share.
The move pushes out ZenithOptimedia, part of the Publicis Group, which had held the account since 2004.
Nestlé’s head of media and digital, Antonia Farquhar said: “The decision to move to a Groupm agency model was driven by a closer alignment to Nestlé’s strategic imperatives for the future.
“Over the last 10 years we have had a solid partnership with ZenithOptimedia. Nestlé greatly appreciates the people who’ve worked on the business and the work they have produced. This move does not reflect our relationship with ZenithOptimedia worldwide, as we continue to work with them in other markets.”
MEC and MediaCom will be executing the media strategy, planning and buying for all Nestlé brands including Kit Kat, Nescafé, Milo, Maggi, Uncle Tobys and Purina.
MEC will take over the full Australian account in January 2015.
CEO of MEC Australia, Peter Vogel said: “MEC is very excited about working with Nestlé. They are strong global marketers and have an excellent portfolio of brands. We look forward to helping them grow their business through innovative and engaging campaigns across all paid, owned and earned channels.”