Nestlé Oceania taps OpenMind by GroupM as ANZ Media Agency

Nestlé Oceania, one of the world’s largest food and beverage company, has announced the appointment of OpenMind powered by GroupM as its media agency in the Australia and New Zealand (ANZ) region.

Following a rigorous evaluation process as part of Nestlé’s global media transformation review, OpenMind emerged victorious in a competitive three-way shortlist, edging out incumbent agency IPG's UM and Publicis Groupe's Starcom.

Anneliese Douglass, Director of Marketing and Communications at Nestlé Oceania, expressed gratitude to UM, Publicis, and GroupM for their contributions during the review process. She highlighted the exceptional quality of work presented by all contenders, acknowledging UM's significant contributions since 2018 and wishing them success in the future.
The appointment of OpenMind powered by GroupM mirrors Nestlé's strategic move in Europe, where a bespoke WPP agency was appointed earlier. This replication underscores Nestlé's commitment to leveraging specialized agencies tailored to specific regions.
OpenMind will be entrusted with servicing an illustrious portfolio of brands including KitKat, Allen’s, Nescafé, Milo, Maggi, Uncle Tobys, Nespresso, and Purina. This partnership is set to commence on June 1, 2024.

Aimee Buchanan, CEO of GroupM Australia & New Zealand, expressed enthusiasm about Nestlé's decision, emphasizing the agency's readiness to support Nestlé's media transformation journey across the ANZ region. Buchanan highlighted the alignment of Nestlé's ambitious vision with GroupM's capabilities, innovation, and technology, positioning the agency as a catalyst for growth.
The Nestlé Australia and New Zealand team eagerly anticipates the commencement of this collaboration, looking forward to leveraging the expertise of OpenMind powered by GroupM to drive innovative and effective media strategies for its iconic brands.