Nestlé Concludes U.S. Agency Review by Consolidating Work With WPP and Publicis

WPP and Publicis Groupe are the big winners in food conglomerate Nestlé’s review of creative agency work on assorted brands in its Nestlé USA portfolio. IPG also reportedly expanded its relationship with the company.

Multiple parties with direct knowledge of the matter told Adweek that Grey, J. Walter Thompson, Casanova//McCann and Publicis each scored new business in the recently-concluded review, which launched in April.

At least one agency, Doner, has been cut from the Nestlé roster. The MDC Partners shop previously worked on DiGiorno pizza in addition to beverage brands Nescafé, Clásico and Taster’s Choice. 360i, which had handled digital work on several brands including Skinny Cow and Lean Cuisine, also reportedly lost those responsibilities while retaining portions of the business that fall outside the Nestlé USA portfolio.

“We’re always looking at ways to better work with and leverage our agencies,” said a company spokesperson. “With that, periodic changes do occur, but as a matter of policy, we don’t comment on them.”

Representatives for Grey, JWT, McCann, Doner, 360i and Publicis declined to comment for this story.

The review primarily concerned frozen meals, prepared foods, coffee and ice cream, with multiple brands up for review.

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