This is the first time Nestle has consolidated its media strategy in Australia, combining buying and planning into one media operation. However, sister company L'Oreal's media planning will remain with its creative agencies, Mojo Partners and McCann-Erickson.
Optimedia picks up around 45 advertised Nestle brands and the L'Oreal media buying business. The review is understood to have included Initiative Media, MindShare and incumbent McCann-Erickson.
Copyright August 1998, Crain Communications Inc.