Jenny Chan 陳詠欣
Nov 9, 2018

Nestlé consolidates media buying in China with Mindshare

Mindshare China expands scope of work beyond Wyeth and the Nestlé core portfolio.

Nestlé consolidates media buying in China with Mindshare

Following a media review on assorted brands in its China portfolio during June and September this year, Nestlé has expanded Mindshare's buying responsibilities to include the food conglomerate's major subsidiaries: Wyeth Nutrition, Yinlu, Toto Le, Haoji and Hsu Fu Chi.

Multiple parties with direct knowledge of the matter told Campaign China that Publicis Media and Dentsu Aegis Network were reportedly shortlisted in the final rounds of the pitch that concluded last week. A representative of Publicis Media, however, said the company declined to pitch. Dentsu Aegis Network declined to confirm its involvement. Campaign has contacted Nestlé's procurement lead for further comment.

Mindshare previously handled both the traditional and digital buying duties for major sub-brands under Nestlé and Wyeth Nutrition (part of Nestlé) since 2014, with total adspend of approximately RMB 1 billion (US$144 million) on paid media per year in the past.

The review did not affect Nestlé’s relationships with other media agencies that will continue to work on the planning business of each sub-brand.

Separately, in other markets, Mindshare recently lost its Nestlé media accounts to Publicis agencies in Singapore and Malaysia.

This story has been updated to clarify Publicis Media's response.

Campaign China

Related Articles

Just Published

23 hours ago

Alibaba posts slowest quarterly growth on record, ...

Losses increased because of decline in value of investments in publicly-traded companies; backing for newer businesses such as Taocaicai and Taobao Deals; and the continued impact of Covid.

23 hours ago

Tech Bites: Week of May 23, 2022

News from Yahoo, JCDecaux, CREA, PubMatic, Xaxis and more. Plus, Alibaba reaches a milestone in the quarter of serving over 1 billion annual active consumers in China

1 day ago

Heineken sends RFI to creative agencies

The global brewer is looking to kick off meetings in Cannes in pursuit of a new global creative ecosystem.

1 day ago

Should luxury brands reduce their dependence on China?

For luxury brands, taking the current Covid-impacted softness in mainland China as a cue to reduce exposure to the market is the wrong approach.