LOS ANGELES Nestle today said it is consolidating its U.S. media planning and buying with Publicis Groupe's ZenithOptimedia, effective immediately.
The decision to consolidate comes as part of a global initiative to leverage Nestle's worldwide media expenditures, resulting in strengthened, more aligned strategic plans as well as greater efficiency, the company said in a statement.
Nestle's lead U.S. media shop had been Interpublic Group's Universal McCann. The client spends about $550 million annually on domestic ads, per Nielsen Monitor-Plus.
Nestle operating companies involved in this decision are Nestle Brands Co., Nestle Prepared Foods, Nestle Purina PetCare and Nestle Waters North America, the client said.
In October, Nestle consolidated its global media account with WPP Group's GroupM and ZenithOptimedia. Those agencies had competed in a lengthy review against UM for the business [Adweek Online, Oct. 14]. At that time, it was not clear how Nestle's various assignments would shake out.
All told, the client spends about $1.5 billion annually on global measured media.