Nestle Awards OgilvyOne More Digital Work

Marketer-Agency Relationship Gets Sweeter With Wonka Candies Deal

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NEW YORK (AdAge.com) -- Nestle USA has handed more digital work to OgilvyOne, this time for its portfolio of Wonka candies, including Nerds, Sweet Tarts and Spree. The WPP-owned shop picked up the work after a pitch against five undisclosed digital agencies, according to executives familiar with the situation.

In the past year, Nestle has expanded its relationship with Ogilvy, awarding units a range of assignments including digital, public relations and CRM duties for Nestle Crunch and Raisinets. (Incidentally, Ogilvy's new U.S. headquarters in New York is dubbed the "Chocolate Factory" because the building formerly housed the Auerbach Chocolate Co.)

The Wonka interactive work was previously handled by Los Angeles-based Studiocom. Representatives for OgilvyOne and Studiocom agencies either couldn't be reached or referred calls to the client, which didn't return calls before press time.

The shift comes as Nestle is making a major push into digital advertising for its confection brands withviral ads like the new hit "Butterfinger Defense League." The video, which was produced by Threshold Interactive, Zenith Optimedia and Sharethrough, features D-list celebs such as Sir Mix-a-Lot and Erik Estrada and generated more than 1.3 million in a matter of days last week.

Nestle has had some missteps in its online communications, too. It angered fans earlier this year when, in a display of intellectual property protectionism, it told Facebook page members, "We welcome your comments, but please don't post using an altered version of any of our logos as your profile pic -- they will be deleted."

Nestle USA, which raked in 2009 sales of $10.4 billion, is part of Nestle S.A. in Vevey, Switzerland, which ranks 35 on Ad Age's 2009 list of top 100 national advertisers. Its U.S. ad budget alone was $1.1 billion last year, according to AdAge's DataCenter.

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