WPP has been selected by Nestlé to develop and operate its new end-to-end content operating model across all brands in Greater China, the marketer has confirmed.  

WPP secured the partnership following a multi-agency pitch process.  

The new operational setup integrates social, content, commerce, media and production capabilities through an AI-powered “spoke-and-hub” model.   

The main goal: develop tens of thousands of campaign assets and platform-specific end-to-end content for all of Nestlé’s brands in Greater China. The model is designed to produce and deploy over 35,000 pieces of content annually.  

WPP will work  with Nestlé’s existing creative and media partners—including Publicis Media--to ensure cohesive branding and messaging throughout the marketing ecosystem while driving sales conversion on key platforms, the company said.  

Underpinning the offering is WPP Open | China, WPP's agentic marketing platform, tailored for China's unique digital, media, social and commerce landscape.  

Per WPP’s remit, it will manage content creation and scaled production for brands including Nescafé, Purina as well as its Food, Nutrition and Confectionery lines, and more.  

Allen Cai, CMO, Nestlé Greater China, said the effort, “marks a new chapter in our partnership with WPP and an opportunity to jointly shape the future of content operations.”  

The assignment marks a busy week for the holding company on the content development front.  

The firm also took the wraps off of its new flagship production facility, Devon’s Point, in London. Spanning 34,000 square feet, Devon’s Point brings together advanced AI-powered virtual production technology, modular studio environments and post-production capabilities under one roof, enabling WPP’s global clients to move from concept to finished content “at the speed modern marketing demands.”