Nestlé moves media account from Mindshare in SG and MY

Nestlé has appointed Zenith as its media agency in Singapore, while Publicis One won the business in Malaysia. The appointment is effective 1 January 2019. This follows a pitch process after Nestlé called for a media review in efforts to align its strategy, planning and buying with the evolving industry landscape.

The review was first called in June this year, in a bid to reexamine ways to manage media requirements such as strategy, planning and buying. Mindshare, the incumbent for both Malaysia and Singapore, was invited to pitch. Mindshare had held the business for around two decades prior to the review.

Eugene Chan, executive director, communications and marketing at Nestlé Malaysia said the company is constantly challenging itself to have better conversations with its consumers in a dynamic and ever-changing media landscape.

"We are excited to partner an agency who will bring together the world of digital and personalised communication with progressive local partners who will be able to leverage strength in vernacular content and strong local insights. Following global best practice in Nestlé, regular agency reviews ensure that we continuously optimise media investment strategies and push the boundaries of media innovations,” he added.

“We look forward to partnering with an iconic brand with products that are essential in our everyday consumer’s life, and helping to drive strong media value and grow their business,” Helen Lee, managing director, Zenith Singapore, said.

Meanwhile, Publicis One Malaysia CEO Tan Kien Eng told Marketing that the agency is "thrilled" to be appointed by Nestlé, a brand that is always committed to nourishing Malaysians with its vast portfolio.

“The world of media is rapidly converging and we are ready to work hand in hand to take Nestlé ahead of the competition by delivering sophisticated approaches to media strategies through our deep understanding of today’s consumers," he added.

This was also in line with rapidly-changing digital platforms, as well as the evolving media landscape and agencies. The review looked to ensure that Nestlé continues to be strongly-positioned in today’s fast-paced and competitive business environment.

Mindshare did not comment on Marketing's queries.