Nestle Mulls Revamp of Global Agency Roster

03 July 2001

Nestle, the world’s largest food manufacturer, is in the throes of an agency evaluation that could see a redistribution of its advertising assignments across the world.

A significant spender in the US, where it last year spent over $325 million in measured media on its Alpo and Friskies pet food, Stouffer's frozen foods, Butterfinger candy bars and other brands, Nestle is estimated to spend at least as much again elsewhere in the world.

According to Tom Freitag, vp and director of marketing communications, the current meditation affects the food giant’s roster of six global networks: Dentsu, J Walter Thompson, Lowe Lintas & Partners, McCann-Erickson, Ogilvy & Mather and Publicis.

Says Freitag: “There is an exercise. It is a theoretical exercise. There is nothing that has gone beyond the conceptual stage yet.” As part of the 'theoretical exercise' all six networks have been asked to disclose the brands they handle for other food marketers. They have also been invited to assess the marketing strategies of brands they don't handle and explain what they would do differently.

It is not known when the results of the reassessment will be made public.

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