Partners grabs chunk of Nestlé CRM

Nestlé, the company which brought us the Nescafé couple and the Milky Bar kid, has appointed Partners Andrews Aldridge its to spearhead its lead UK CRM account, working across its brand portfolio.
The Engine-owned agency has been charged with handling email marketing activity and a number of loyalty programmes in an effort to improve relationships with existing customers.
A clutch of brands – including formula milk SMA, pet-food Purina and the Nescafé Dolce Gusto coffee brand, which will be the focus of its first activity – are understood to have featured in the review.
The appointment will see Nestlé pool much of the work previously handled by Blueberry Wave, OgilvyOne and Havas. OgilvyOne will continue to oversee some Nestlé activity, including the Nespresso account.
Last month the company reported its slowest annual sales growth since 2009 and warned that the year ahead would be “tough”, due to fragile consumer confidence in Europe’s developed markets and weaker growth in China.
The world’s biggest food manufacturer by sales, forecast organic growth of around 5% for 2015, blaming the slowdown on tough conditions around the world.
In emerging markets, sales growth slowed from 9.3% in 2013 to 8.9% in 2014. Nestlé generates about 44% of its sales in emerging markets.While developed markets, which account for 56% of Nestlé’s sales, grew by just 1.1% during the year.