Nestlé Oceania has appointed Mediabrands-Thrive UM as its media agency, following a competitive pitch.
Mediabrands-Thrive UM will work across Nestlé’s Australian and New Zealand markets, on brands including KitKat, Allen’s, Nescafé, Milo, Maggi, Uncle Tobys, Nespresso and Purina.
UM has taken Nestlé’s media account from incumbent Group M-owned Wavemaker who had the account for three-and-a-half years, originally awarded to MEC which then merged with Maxus to create Wavemaker.
Nestlé director of communications & marketing services Therese Kallie said, “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.”