Swiss food and candy giant Nestlé has consolidated its European media agency account with WPP OpenMind after a review, Nestle confirmed.
OpenMind is a Nestle-dedicated agency operation housed within GroupM that was formed in 2013 when the agency won the client’s U.S. media account.
The account was previously handled by numerous agencies including OpenMind. The review did not include creative.
Nestlé spends an estimated $650 million on measured media in Europe, according to agency research firm COMvergence.
OpenMind says its “pervasive performance” model is focused on “our client’s most valuable audiences,” which are “identified and prioritized with personalized, sequenced creative in brand safe environments.”
The agency also says it prioritizes connecting online media to in-store sales “to understand total performance.” Market mix modeling is deployed to “ensure that every dollar spent is maximized.”
A Nestlé spokesperson said in a statement:
“Consumers today want access to goods and services their way, regardless of channel. They care about sustainability and health. And they expect brands to offer personalized solutions in real time. That is why we have selected a single media agency to transform our marketing communication in Europe, driving consumer attention, relevance and growth. WPP Openmind will coordinate all media planning, media buying and campaign activation to best place Nestlé brands across different media channels. This is part of a move to transform and improve the effectiveness and efficiency of Nestlé’s marketing investments behind its strong brands in the region.”
Those brands include Aero, Baci Perugina, Bakers, Acqua Panna and others.