Euro RSCG, Lean Cuisine Split

Nestlé is moving U.S. creative duties on its Lean Cuisine brand, which Euro RSCG has handled for more than a decade, sources said.

The brand’s major media spending totaled $30 million last year, and more than $40 million in the first nine months of 2010, according to Nielsen. Those figures don’t include online spending.

Sources expect Nestlé to hold a pitch for the business, though it may be limited to roster shops. Agencies that work for Nestlé include WPP Group units JWT and Ogilvy & Mather, Interpublic Group’s McCann Erickson and Publicis Groupe’s Publicis. 

Lean Cuisine represents the last major piece of Euro RSCG’s Nestlé business. Six years ago, the Havas agency lost creative duties on Stouffer’s Red Box frozen foods to JWT.

A source attributed the latest split to creative differences. A Euro RSCG representative declined to comment, referring calls to Lean Cuisine, which could not immediately be reached.

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