Foote, Cone & Belding Worldwide
http://ismindia.org/faculties/ved/lecture03.html
Advertising
Nestle had been employing over a hundred different agencies. As the company looked for global branding opportunities, coordinating the activities of so many agencies became a major problem. Nestle decided in favour of retaining only a few agencies – Mc Cann Ericsson, Lintas, Ogilvy & Mather, JWT, Publicis / FCB and Dentsu. Peter Letmathe, Nestle CEO explains the role of an advertising agency in the company’s globalization efforts: “ To us, the most important thing is to have dedicated teams. Mc Cann for instance has 10 people working only with Nestle. I see them as an extended arm of my communications team. They visit every six weeks to tell us what they are doing around the world.”
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Down sizing ad agencies now means that Nestle can get a clear picture of what ads were or were not working when it came to advertising their products and what new approaches could be taken to make the marketing of the products more effective.
Advertising
Nestle had been employing over a hundred different agencies. As the company looked for global branding opportunities, coordinating the activities of so many agencies became a major problem. Nestle decided in favour of retaining only a few agencies – Mc Cann Ericsson, Lintas, Ogilvy & Mather, JWT, Publicis / FCB and Dentsu. Peter Letmathe, Nestle CEO explains the role of an advertising agency in the company’s globalization efforts: “ To us, the most important thing is to have dedicated teams. Mc Cann for instance has 10 people working only with Nestle. I see them as an extended arm of my communications team. They visit every six weeks to tell us what they are doing around the world.”
**********************************************
Down sizing ad agencies now means that Nestle can get a clear picture of what ads were or were not working when it came to advertising their products and what new approaches could be taken to make the marketing of the products more effective.
1 comment:
Nestle has put alot of advertising people (copywriters, ad executives, sales executives and insertion/print ad & tv out of work. It pays to be the best and Mc Cann and Ogilvy are.
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