FCB Chicago Wins Nestle Health-and-Wellness Image Effort

Marketer Sought Agencies for 'Big Idea' to Move Away From Chocolate-Maker Perception

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FCB Chicago has won the pitch for a Nestle corporate brand assignment after a review, according to people familiar with the process.

The company launched a pitch earlier this year after it sent out a request for proposal to agencies for a corporate brand assignment. The goal, according to the RFP, was to change consumer perception of Nestle from a "trusted chocolate company" to a "recognized and trusted food and beverage, nutrition, health and wellness company."

The scope of the assignment was domestic, according to the RFP, and asked agencies to develop a "big idea," along with four TV executions for the Nestle corporate brand. The focus is on Nesquik, Gerber, Outshine and Pure Life. It's not clear when a campaign will launch.

FCB, part of Interpublic Group, referred calls to Nestle. Nestle could not be immediately reached for comment.

The move comes just as FCB Garfinkel picked up the business for Nestle Waters North America's regional water brands, which include Arrowhead, Ozrka and Poland Spring. That business was previously at Interpublic sibling McCann and was believed to be the last remaining piece of the Nestle account after the marketer moved other brands from the shop in 2012.

FCB Chicago already handles some Nestle brands, including Tombstone.

Nestle is a huge advertiser. It is the 41st largest marketer in the U.S., according to Ad Age's DataCenter. It spent $813 million on U.S. measured media in 2013, according to Kantar Media, roughly the same amount it spent in 2012. The largest brand it spends on is by far Purina, with $154.4 million spent in 2013 on US measured media.

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