Nestle Starts Digital Agency Review to Trim Long Roster

Looking to Go From About 20 to Fewer Than 10

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Nestle's Lean Cuisine
Nestle's Lean Cuisine

Nestle USA has begun a review to consolidate its long list of digital agencies, which currently number about 20.

"We are in the process of consolidating our digital agencies," said Nestle USA spokeswoman Hannah Coan. "We are talking to a mix of our current agencies and new agencies. Our expectation is we will end up with a roster of six to eight agencies."

The review only covers Nestle USA businesses, which comprises prepared food brands such as Lean Cuisine, pizza brands such as Digiorno, ice cream, candy, snacks, baking and beverages such as Nescafe and Juicy Juice. It does not include Purina, Gerber and Nestle Waters, which are housed in a separate Nestle division.

Among the many agencies that have supported Nestle USA brands are Publicis Kaplan Thaler, Resource and WPP's Digitaria and Ogilvy.

Agencies mentioned either declined to comment or didn't respond to requests for comment.

In a similar move last month, the food giant pared down its PR agency roster to a handful of shops.

The company's U.S. division awarded media-planning and -buying duties -- including digital work -- to WPP's GroupM last April. Nestle had conducted that review as part of a new emphasis on cost savings.

Contributing: E.J. Schultz

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