Nestlé has handed its media business to GroupM with responsibility for the Australian market going to MEC and MediaCom taking on New Zealand.
The account had been in play since late June, with Group M units MEC and MediaCom both making a play for the account against incumbent ZenithOptimedia.
According to Nielsen estimates, Nestle Australia spent $59.4 million on main media in the 2013 calendar year.
The signs had been pointing toward GroupM winning the business, as Nestle handed its $750m US business to GroupM last year.
Nestlé’s head of media and digital, Antonia Farquhar, who led the process which began in June, said that the successful agencies will be delivering and executing the media strategy, planning and buying for all Nestlé brands including Kit Kat, Nescafé, Milo, Maggi, Uncle Tobys and Purina.
“The decision to move to a GroupM agency model was driven by a closer alignment to Nestlé’s strategic imperatives for the future,” Ms Farquhar said.
“Over the last 10 years we have had a solid partnership with ZenithOptimedia. Nestlé greatly appreciates the people who’ve worked on the business and the work they have produced. This move does not reflect our relationship with ZenithOptimedia worldwide, as we continue to work with them in other markets.”
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