Mindshare has a lost its Nestlé media accounts to Publicis agencies in Singapore and Malaysia, following a competitive pitch. Zenith has been awarded media duties for Singapore while Publicis One has won the Malaysia mandate, both beginning January 1st, 2019.
The maker of Maggi, Milo, Nescafe and Kit Kat, among more than 2000 other FMCG brands called the media review earlier in the year to align strategy, planning and buying with new digital platforms and an evolving industry landscape. Its last media review in the above markets was five years ago, in 2013. Mindshare had been Nestlé's media partner in Malaysia for the past eleven years.
“We look forward to partnering with an iconic brand with products that are essential in our everyday consumer’s life, and helping to drive strong media value and grow their business,” Helen Lee, Managing Director, Zenith Singapore said in a statement.
Zenith already holds the Nestlé media accounts in both Philippines and Vietnam.