Group M will service the account from its New York and Los
The marketer, whose brands include Digiorno, Stouffer's and Lean
Cuisine, spent $753.3 million on measured media in 2012, according
to Kantar Media.
"Our decision to award the business to Group M was based on a
strong combination of factors including strategic planning, digital
acumen, team strength and buying efficiencies," Alicia Enciso,
chief marketing officer for Nestle USA, said in a statement
provided to Ad Age. "We will immediately initiate a phased
transition of all U.S. businesses, and look forward to working with
Group M to prepare for upfront media negotiations and 2014
Zenith declined to comment on the shift. The shift is a major
loss for incumbent Zenith, but the firm's recent Kohl's ($350 million) and Farmers
Insurance ($150 million) wins should soften the blow.
When Nestle initiated the review in December, a person familiar
with the process told Ad Age that "everybody is under the
microscope," as the company puts more emphasis on cutting costs.
Last week Nestle USA awarded creative and digital duties for its
Buitoni North America brand of refrigerated pastas and sauces to
Marcus Thomas of
Cleveland. The creative account had been at Publicis New York,
while digital was at Night Agency, New York.
Contributing: Alexandra Bruell