Nestle Eyes Dailey for Instant Breakfast

LOS ANGELES Nestle is in final talks to shift the ad account of Carnation Instant Breakfast to Interpublic Group’s Dailey & Associates following a review, sources said. IPG’s McCann Erickson is the incumbent.

In addition to McCann and Dailey, both located here, Minneapolis independent Olson also made a final presentation, per sources. (Dailey is also a Nestle roster shop.)

Nestle acquired Carnation Instant Breakfast in 1985. Ad spending fell to $5 million last year, after hitting $10 million in 2006, according to Nielsen Monitor-Plus.

Sources said the client had briefed shops on plans to elevate spending to $15-20 million.

Executives at the client and agencies involved either could not be reached or declined comment.
The review followed a July move by Glendale, Calif.-based Nestle to acquire Minneapolis-based Novartis Medical Nutrition, which makes the nutritional drink Boost, a brand handled by Olson.