Nestle hires Optimedia on consolidated brief

The account, estimated to be worth US$15 million, was awarded in a shootout against Universal McCann and MindShare, the incumbent agencies. The assignment covers all of Nestle's grocery, ice cream, and confectionery brands.

Nestle is a major advertiser, with 2003 advertising expenditures expected to be in excess of onebillion pesos (US$20 million).

Its senior vice-president and director of communications, Pedro Dy-Liaco, said: "This consolidation is a natural evolution in our business development.

Reaching consumers through multiple points of contact will continue to be a tremendous challenge."

Optimedia president and CEO, August Benitez, said Nestle had asked the agencies how they would improve planning and buying. "We had to have all 30-35 brands in mind. You're supposed to be adding value to make them category leaders. Nestle wanted a sustainable, competitive advantage for all its brands."

The major brands areNescafe, Milo, Nido, Bear Brand, Coffee Mate, Nestle Ice Cream, Carnation, Nestea, Kit Kat, Maggi, and Cerelac.

Nestle did not change its roster of five creative agencies.