Nestlé is consolidating its European media account under WPP following a pitch that began earlier this year. The move will make WPP’s OpenMind, a bespoke agency offering created to handle the account, Nestlé’s sole media agency in Europe moving forward.

“Consumers today want access to goods and services their way, regardless of channel. They care about sustainability and health. And they expect brands to offer personalized solutions in real time. That is why we have selected a single media agency to transform our marketing communication in Europe, driving consumer attention, relevance and growth,” Nestlé said in a statement.

Vevey, Switzerland-based Nestlé generated about 24% of its sales from Europe in 2022, making the continent its second-biggest region after North America, according to Ad Age’s Datacenter. Nestlé markets more than 2,000 brands globally, including Kit Kat, Nespresso and Nescafé.

“We are thrilled that Nestlé has chosen OpenMind by WPP to help deliver its transformation in Europe,” Josh Krichefski, CEO of GroupM U.K. and EMEA said in a statement. “Our approach brings together digital-first talent with advanced data and analytics to drive innovation for Nestlé, all connected through a single, unified operating system, that will act as a catalyst for Nestlé’s growth in the region.”

Nestlé declined to comment on specific details of the pitch process. It’s believed that PwC handled the review.

While Nestlé declined to give a breakdown of its previous agency model, a spokesman confirmed that the company had worked with a “variety of agencies” across 47 countries. According to Ad Age data, WPP already handled parts of the European market while some agencies from other holding companies, such as Publicis Groupe and Interpublic Group of Cos., previously held some of the European media business now consolidated at WPP.

“WPP OpenMind will coordinate all media planning, media buying and campaign activation to best place Nestlé brands across different media channels,” Nestlé continued in its statement. “This is part of a move to transform and improve the effectiveness and efficiency of Nestlé’s marketing investments behind its strong brands in the region.”

Nestlé in 2022 spent $6.8 billion on worldwide advertising and marketing, according to Ad Age Datacenter. Ad Age ranked Nestlé as the world’s No. 8 advertiser based on 2021 spending. Ad Age will publish its global ranking next month based on 2022 spending.