Nestlé Begins Corporate Image Search as Digital Review Continues

Latest moves follow media, public relations searches

Review-happy Nestlé is looking for an agency to launch a new corporate image effort, even as it seeks to shrink its digital agency roster.

The corporate image assignment is for the U.S. and centers around four brands: Gerber baby food, Pure Life water, Outshine frozen fruit bars and Nesquik drinks, sources said. In short, Nestlé wants to be known less for its chocolates and more for its healthier foods and beverages.

A request for proposals is circulating among a handful of shops, a company representative confirmed. Media spending on the assignment is estimated at $25 million.

The digital search—also for the U.S.—is much further along, with a decision expected shortly. Nestlé employs about 20 agencies for digital marketing and wants to trim the list down to maybe a half-dozen.

An estimate of Nestlé’s total digital spending was not available, but last year in the U.S., the company spent $30 million on display ads alone, according to Kantar Media. All told, Nestlé spent about $730 million in media last year in the U.S., according to Kantar.

The current reviews follow media and public relations searches last year. The media review resulted in Nestlé shifting its planning and buying from Zenith Media to a GroupM team that included executives from MediaCom, MEC, Mindshare and Maxus.

Nestlé's creative roster includes agencies such as JWT, Ogilvy & Mather, Publicis, Leo Burnett, McCann Erickson and FCB.

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