Mediacom won the grunty Fonterra business off OMD a few months back and now it will be taking on another big food account after Nestlé handed its Australasian media business to Groupm.
After its first full scale review since 2004, Nestlé has said goodbye to ZenithOptimedia in both markets and will work with MEC in Australia and Mediacom in New Zealand. And, according to Mumbrella, the account is worth around AU$60 million.
Nestlé’s head of media and digital, Antonia Farquhar, who led the process, said the successful agencies will be delivering and executing the media strategy, planning and buying for all Nestlé brands, including Kit Kat, Nescafé, Milo, Maggi, Uncle Tobys and Purina.
“The decision to move to a Groupm agency model was driven by a closer alignment to Nestlé’s strategic imperatives for the future,” she said in a release. "Over the last ten years we have had a solid partnership with ZenithOptimedia. Nestlé greatly appreciates the people who’ve worked on the business and the work they have produced. This move does not reflect our relationship with ZenithOptimedia worldwide, as we continue to work with them in other markets."
All three agencies invited to pitch are on its global roster.