Stefl to Oversee Nestle USA’s $200-Mil. Advertising Budget

GLENDALE, CALIF. – Nestle USA last week named former Ogilvy & Mather/L.A. executive Al Stefl to a newly created ad post, designed to assist the various offices currently in charge of some $200 million in advertising for Nestle’s six U.S.-based companies and 20 major brands.
‘My position is really to help the operating companies and their agencies do even better advertising,’ said Stefl, Nestle vp/advertising. ‘The ultimate goal is to get the best message to the right consumer group at the right time as efficiently as possible.’
Stefl said his appointment would have no effect on current agency alignments.
John McMennamin, Nestle USA vp/marketing services, who counted ad duties among his broader marketing responsibilities, will give up his ad role to devote more time to managing Nestle’s partnership with The Walt Disney Co.
Media buying duties for the divisions will remain consolidated under Ann Fox at Nestle USA.
The presidents of each of the divisions will continue to report to Nestle USA president and coo Joe Weller, to whom Stefl also reports.
‘The creative direction and media planning is the responsibility of each of the operating companies and their respective managers,’ said Stefl. ‘There is no intent to take away any authority from them.’
Nestle’s U.S. agencies are Jordan, McGrath, Case & Taylor/N.Y. and L.A.; J. Walter Thompson/N.Y.; Cohen/Johnson, L.A.; McCann-Erickson/N.Y. and L.A.; Glennon & Co./St. Louis; Fahlgren Martin/Dublin, Ohio; Bloom FCA/Dallas; Dailey & Associates/L.A.; Messner Vetere Berger McNamee Schmetterer/N.Y.; and Tatham Euro RSCG/Chicago.
Stefl was senior vp and executive group director at O&M.
Copyright Adweek L.P. (1993)