Nestlé appoints Publicis Media China to lead comprehensive media strategy

Nestlé has appointed Publicis Media China to lead its media strategy across China. This includes managing Nestlé’s media activities such as planning and purchasing for social, mobile, and performance media. The collaboration aims to enhance consumer outreach and business outcomes for Nestlé's wide-ranging product portfolio in China, spanning categories like confectionery, milk powder, coffee, snacks, and beverages.

Publicis Media China secured the account after a competitive selection process, showcasing their expertise in data-driven strategies tailored to Nestlé’s needs in China. The agency, part of Publicis Groupe which has partnered with Nestlé in China for 14 years in creative and CRM services, will now integrate media and e-commerce services into its offerings. This move is expected to provide a more unified approach, supporting Nestlé’s strategic objectives effectively.

To facilitate this collaboration, Nestlé One, a dedicated team for Nestlé China, has been established to ensure alignment across creative, media, and CRM functions. Implementation is scheduled to begin in August 2024, with upcoming strategies and campaigns aimed at driving Nestlé’s business goals forward.

David Zhang, executive vice president of Nestlé S.A. and CEO for Greater China, emphasized the importance of digital engagement with consumers, expressing confidence in Publicis Groupe's capabilities to strengthen customer connections through innovative digital strategies and robust data tools.

Jane Lin-Baden, Asia Pacific CEO of Publicis Groupe, echoed this sentiment, highlighting Nestlé’s consumer-centric approach and their shared commitment to leveraging digital and data-driven solutions for sustainable growth in China.

Nestlé, renowned globally in the food and beverage industry, focuses on a unified marketing strategy integrating e-commerce and digital transformation to enhance brand visibility across diverse channels