Nestlé Vietnam assigns media & eCommerce biz to GroupM OpenMind team

Nestlé Vietnam has completed one of the most extensive account evaluations in the country, transferring its media and e-commerce accounts to OpenMind, a specialised Nestlé team managed by GroupM.

The account, which Publicis Media has been handling for more than a decade, comprises integrated media planning and purchasing, as well as biddable performance media and e-business, Nestlé's arm responsible for driving online sales on e-commerce platforms, for all Nestlé and its affiliates' brands and categories. Since January this year, OpenMind has been in charge of Nestlé's e-Business.

The hiring followed a nearly five-month-long competitive pitch in which Publicis Media and Dentsu International were also competitors. The mandate is valid from October 1, 2022 until December 31, 2025.

Hiep Hoang-Dao, Director of Communication & Marketing Services, Nestlé Vietnam, commented on the appointment of OpenMind, saying, "Our companies are moving forward with a clear strategy of digitization acceleration to create engaging brand experiences for our Vietnamese consumers." It is critical to embark on this path with a media and e-Business partner that has the same strategic perspective. We are confident in OpenMind's great digital capabilities, practical and actionable strategic media strategy, and strong commitment."

"Winning Nestlé's confidence in Vietnam is a big honour for us," said Himanshu Shekhar, GroupM CEO for Vietnam, Indonesia, and Thailand. “I am grateful to Nestlé Vietnam's leadership for this opportunity on behalf of our whole team and network. We are determined to turn media into a development engine for Nestlé in Vietnam."