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 spender in Singapore - from Ogilvy as well as the confectionary business at the expense of JWT.
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.