The move is believed to be the first time the consumer goods giant has pooled creative into a single agency in Asia.
McCann, which has handled Nescafé to date, gains Milo - Nestlé’s biggest advertiser in Singapore - from Ogilvy, as well as the confectionary business at the expense of JWT. The latter was not invited to pitch.
McCann, which has handled Nescafé to date, gains Milo - Nestlé’s biggest advertiser in Singapore - from Ogilvy, as well as the confectionary business at the expense of JWT. The latter was not invited to pitch.
A source close to the account said: “It doesn’t make sense to have aligned agencies playing with peanuts in a relatively small market — this is a rationalisation exercise.”
McCann is said to have won the business on the back of its strength in retail in Singapore, rather than for creative or strategic insights.
The client was unavailable for comment as Media went to press.
