Nestlé drops MediaCom NZ and appoints Mediabrands-Thrive UM as new media agency

Nestlé Oceania has announced today that it has appointed Mediabrands- Thrive UM as its media agency in Australia and New Zealand for the Nestlé portfolio of brands.

Nestlé is the world’s largest food and beverage company, with iconic brands including KitKat, Allen’s, Nescafé, Milo, Maggi, Uncle Tobys, Nespresso and Purina.

The appointment follows a competitive review process and concludes Nestlé’s three-year relationship with MEC / Wavemaker in Australia and Mediacom in New Zealand.

Says Therese Kallie, director of communications and marketing services: “The agency review follows global best practice – ensuring that we continue to re-examine how we manage our media investment, which moves beyond the old world of strategy, planning and buying – to address the challenges posed by an attention poor target audience and the dynamic, every changing media landscape.

“After careful deliberation, we have appointed Mediabrands-Thrive UM to partner with us. Their response demonstrated a great understanding of our business as well as the complexity of the current landscape and included broad thinking around building digital platforms, brand experience opportunities and personalised consumer data use to help us accelerate our brands’ performance.

“We would like to extend our thanks to Wavemaker and Mediacom for their excellent collaboration over the past few years. There have been some great achievements delivered by both agencies.”