• by Joe Mandese  @mp_joemandese, December 13, 2004

Nestle Friday consolidated the U.S. portion of its $1.5 billion media planning and buying account with Publicis' ZenithOptimedia Group. The review, which also included WPP's Group M, was part of a global by the candy and food marketer to leverage its worldwide media spending. Group M was expected to get other portions of the account, presumably outside North America.

While the size of the U.S. billings were not disclosed, the media account covers the Nestle Brands Company, Nestle Prepared Foods Company, Nestle Purina PetCare Company, and Nestle Waters North America.

In a statement, Nestle said ZenithOptimedia won on the basis of its "holistic approach to communications planning, evaluation of relevant and innovative touchpoints, strategic thinking, and ability to leverage proprietary tools."

Over the next few weeks, ZenithOptimedia is expected work closely with Nestle's current media buying and planning agencies -- mainly Universal McCann -- to transition the business, as well as with internal media and marketing teams to develop their scopes of work for 2005.