• by Amy Corr  @MediaPostOTL, October 15, 2014

Nestle Waters North America named FCB Garfinkel as lead agency for its regional spring water portfolio, following a review. Nestle Waters' regional spring water portfolio includes the following brands: Poland Spring in the Northeast, Deer Park in the Mid-Atlantic region, Zephyrhills in Florida, Ice Mountain in the Midwest, Ozarka in the Southwest and Arrowhead in the West. McCann NY previously handled the work. "We are thrilled to welcome FCB Garfinkel to our agency family," said Tim Brown, CEO and president of Nestle Waters. "We are proud stewards of six American natural spring water brand names and are looking forward to where the FCB Garfinkel journey will take these historic brands." Added Lee Garfinkel, CEO of FCB Garfinkel: "We're excited to help define the brand strategy and create work that differentiates and elevates Nestle Waters' vast portfolio of Regional Spring Water brands in the crowded and competitive bottled water category." Nestle Waters North America spent $33.6 million on measured media for its non-carbonated water brands in 2013, according to Kantar Media. The company spent $2.6 million on measured media for its non-carbonated water brands between January and June of 2014.