Nestlé USA To Consolidate Brand PR With Three Firms
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Nestlé USA To Consolidate Brand PR With Three Firms

Nestlé USA has concluded a keenly-contested competitive review by assigning brand PR duties to three PR firms.

Arun Sudhaman

GLENDALE, CA—Nestlé USA has concluded a keenly-contested competitive review by assigning brand PR duties to three PR firms.

The Holmes Report understands that the company's substantial consumer PR budgets are being divided among an Interpublic Group team consisting of GolinHarris and Weber Shandwick; Ketchum; and, Edelman.

All of the firms previously handled Nestlé business, on a roster that featured several other agencies. It is believed that IPG and Ketchum are the main beneficiaries of the review.

While exact duties are currently being assigned, it is understood that the IPG team has added certain products — including Lean Cuisine — to the confectionary and pizza brands that its firms already handled. Similarly, it is thought that Ketchum's scope has expanded beyond its existing remit, which included Nestle Dreyer's ice cream portfolio.

Nestlé began the process last year, in a bid to narrow down the number of agencies that it works with. It is thought that more than 10 firms took part in the initial phase of the RFP, before as many as six pitched for the business. 

Nestlé USA is the largest of the company's five US divisions, including such brands as Lean Cuisine, Nestlé Toll House, Power Bar, Nestea, Nesquik Butterfinger and Nestle Crunch. 

The PR rethink follows a media and digital review that started in 2011, after the arrival of Nestlé USA CEO Paul Grimwood.

Representatives from the company did not respond to request for comment as this story went live.

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