Nestle conducts review to reinforce its North America ad business
Category: #retail  By Dhananjay Punekar  Date: 2018-04-25
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Nestle conducts review to reinforce its North America ad business

In what may be touted as a cost-saving measure, Nestle has introduced a review to centralize its advertising business with nearly four to six ad agencies across North America. Reportedly, the review includes creative as well as online functions across some of the firm’s largest brands concerned with prepared food items.

Earlier in 2014, the Switzerland based food & beverage organization finalized its review with the help of eight online ad agencies, while eliminating the services of twelve of the digital ad firms from its roster list. As per the opinion of one of the experts, the review is completely procurement based and includes the procedure of external advertising audit as compared to a number of creative pitches.

According to the key officials of Nestle, the firm is finding new ways of working with the ad agencies. They have further added that the overall selection process is an association between branding, procurement, integrated marketing communications, and online centers of excellence for the ad agencies. The selection process is inclusive of a scoreboard session with each of the brand agencies, and APRAIS & digital agency evaluations data, not to mention, external third-party agency capabilities intelligence.

Nestle claimed that the selection of the eight ad agencies was based upon the advertising abilities, effectiveness of their promotional activities, and performance of these firms.

For the record, Nestle had spent nearly USD 633.4 million on paid media promotional activities across the U.S. last year, which was lesser than its paid media advertising expenditure in 2016 estimated at USD 700 million. Nestle works both with independent as well as holding company owned agencies across the North American region. The roster list includes a number of ad agencies such as Casanova, FCB, J. Walter Thompson, Reach, Grey, Ogilvy, McCann, Doner, Leo Burnett, and Deep Focus.



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Dhananjay Punekar

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Dhananjay Punekar

Dhananjay Punekar presently develops content for a slew of portals, including Market Size Forecasters and Algosonline. A post graduate in mathematics and business administration, he worked in Infosys BPO Limited prior to switching his professional genre. As a content wr...

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