Nestlé hands five brands to O&M, including Frutips

Nestlé Hong Kong has appointed Ogilvy & Mather as digital agency for five Nestlé brands, including Drumstick, Frutips, Nescafé, Acti-V Yogurt and Dreyer’s.

O&M has taken the five accounts from Publicis Hong Kong, which retains creative duties for the remaining Nestlé brands such as Nestlé Carnation, Infant Nutrition and NESCAFÉ Ready to Drink.

The one-year contract will see O&M responsible for the brands' creative assets on digital, mobile and social media.

"O&M is appointed for our brands that are more digital-driven in terms of marketing communications. Digital media for the five brands have taken up a bigger chunk of marketing budget as their customers tend to be more young and digital-savvy," Tin-tin Siapno, head of marketing communications at Nestlé Hong Kong, told Marketing.

The company is still working with Publicis for brands that are less active on digital, she added.