Nestlé secret global review draws to close

Nestlé is understood to be concluding a global review of its advertising, which is expected to result in a major realignment of its accounts.

Nestlé is understood to be concluding a global review of its advertising, which is expected to result in a major realignment of its accounts.

The food giant’s business is split between McCann-Erickson, Publicis, J Walter Thompson, Lowe Lintas & Partners and Dentsu.

Nestlé vice-president and director of marketing communications Tom Freitag, who was previously at Ogilvy & Mather, is reported as saying that all six agency networks have been invited to comment on how they would market brands held by their roster rivals.

However, Nestlé UK has refused to comment and Nestlé’s head office in Switzerland describes suggestions of a review as “ludicrous”.

But agency sources say a review has been taking place and is likely to conclude this week. Lowe Lintas – which shares Nestlé’s confectionery brands with JWT in the UK – is believed to be the favourite to pick up about $100m (£71.1m) in extra business, which could include the launch work for All Stars, Nestlé’s alternative to Mars Celebrations and Cadbury’s Miniature Heroes.

Other insiders believe McCann-Erickson, which handles the Nescafé and Crosse & Blackwell accounts in the UK, could be a loser in the review.

No one at the various agencies was available for comment as Marketing Week went to press.

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