WPP has been appointed by Nestlé to design and operate a new end-to-end content operating model across all of the company’s brands in Greater China.
The mandate follows a competitive multi-agency pitch and covers social, content, KOL, commerce, media and production. WPP will use an AI-powered hub-and-spoke model intended to produce and deploy more than 35,000 pieces of content annually. The work is supported by WPP Open | China and the company’s Operations and Delivery Hub in Wuxi.
This is Nestlé’s first fully integrated end-to-end content operating model globally. WPP will work alongside Nestlé’s existing creative agencies of record and media partners to maintain brand consistency while driving conversion on key platforms. Brands covered include Nescafé, Purina and Nestlé’s food, nutrition and confectionery lines.
Allen Cai, CMO at Nestlé Greater China, said: “Navigating the intersection of AI, scale and customisation is critical to fostering compelling brand experience for our consumers at China speed. This marks a new chapter in our partnership with WPP.”
Source: WPP announcement.
