SYDNEY: J Walter Thompson has won the A$1.5 million Nestle
Frosty Fruits and Heaven ice cream account from incumbent Mojo
Publicis.
After a gruelling pitch that saw the two agencies return to the drawing
board twice, Nestle finally decided on JWT, although Mojo will retain
the bulk of the Nestle business.
Marketing manager Peter Meek said both JWT and Mojo presented very good
creative, but JWT was superior in the end.
The Heaven brand was not part of the original pitch, but JWT picked up
that account as an added bonus. However, the account is not expected to
show much activity. "We haven't done any above-the-line advertising on
Heaven in three years, and there are no plans to change that as yet,"
said Meek.
Nestle is realigning its advertising globally. The new global alignments
will mean JWT will handle ice cream and chocolate, McCann-Erickson
coffee, Ogilvy and Mather chilled dairy products, Lowe Lintas sugar
confectionary and Publicis (Mojo) on culinary products.
Meek said the agency change locally was unrelated to the global
realignment.
