The Aprais proprietary system will measure, manage and benchmark more than 300 agency agreements that Nestlé has in place across the world, and follows a successful three-year trial of the programme led by Nestlé Australia.
"Nestlé has been better than most at managing its agency relationships," said Aprais regional chairman Malcolm Rankin. "The culture of Nestlé is driving towards true partnership."
Aprais director Tony Geary added that the agreement will also offer local market Nestlé units the option to implement the Bonus Manager element, which calculates what agencies should be paid over and above a base level.
"They will get better work and results as a result of being with us, and that's proven by the work we've done with them," pointed out Geary.
The system will enable Nestlé and its agencies to review and compare their performance across brands, geographies and categories.
"They can compare WPP versus Publicis versus McCann, for example," said Rankin. "And then they can drill down to regions."
Nestlé appoints Aprais to assess ATL partnerships
Nestlé has assigned Aprais to implement a global evaluation system for all of its above-the-line agency relationships worldwide.