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ZenithOptimedia retains mammoth Nestle media business

The win comes after a fierce, three-way battle involving ZO, Maxus and Mediacom. Nestle’s spend is estimated to be over Rs 160 crore

BestMediaInfo Bureau | Delhi | November 21, 2012

The three-way, prolonged pitch is over. And so is the speculation over a media account that is worth at least around Rs 160 crore if not more. Incumbent ZenithOptimedia has retained the plum and prestigious Nestle media account after a fierce battle with Maxus and Mediacom around a month ago, which was followed by a final round involving ZO and Maxus. The news has been confirmed by Nestle sources.

According to RECMA data, Nestle’s spends were around Rs 164 crore in 2011 and Rs 160 crore in 2012.

Significantly, the food and confectionary giant was negotiating with agencies that are aligned with it globally. As a result, Maxus and MediaCom were in the fray. Globally, Nestle is aligned with ZenithOptimedia.

Nestle India last reviewed its media business as far back as in 2005, according to sources in the media business.

In the Indian market, Nestle is present across diverse categories with multiple market leading brands. The categories include milk products and nutrition, chocolates and confectionary, beverages, ready foods, and also cooking ingredients. Its brands include Nestle, Maggi, Munch, Kit Kat, Polo and Nescafe.

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