Nestlé names WPP content partner in China

The appointment follows a competitive agency pitch and marks the first time Nestlé has introduced a fully integrated content operating model across an entire market.

WPP has secured a mandate from Nestlé to develop and operate a new end-to-end content model covering the consumer goods giant’s brands across Greater China.

Under the new partnership, WPP will bring together social, content, key opinion leader (KOL), commerce, media and production capabilities through an AI-powered “spoke-and-hub” structure.

The operation is expected to create and distribute more than 35,000 pieces of content each year, covering campaign assets and platform-specific formats for Nestlé’s broad portfolio in the region.

WPP will also work alongside Nestlé’s existing agencies and media partners to ensure brand consistency while supporting sales conversion across major digital and commerce platforms.

The model will be powered by WPP Open | China, WPP’s agentic marketing platform tailored to the country’s digital, social, media and commerce ecosystem. The platform combines WPP’s talent, technology and AI-enabled workflows to support collaboration and content production.

WPP’s Operations and Delivery Hub in Wuxi, Jiangsu Province, will serve as the production centre for the operation. The hub will support content creation and scaled production for brands including Nescafé and Purina, alongside Nestlé’s food, nutrition and confectionery businesses.

Allen Cai, CMO at Nestlé Greater China, said the partnership would help the company address the growing need for AI, scale and customised consumer experiences.

Allen Cai, CMO, Nestlé Greater China: “AI, scale, and customization” are becoming increasingly important to creating compelling brand experiences at the pace required in China, Cai said, adding that the partnership represents a new phase in Nestlé’s relationship with WPP.

Chris Reitermann, CEO of WPP Greater China, said the scale of Nestlé’s brand portfolio requires a different approach to content creation and distribution.

By bringing together WPP’s social, creative, production and media capabilities with AI technology and a centralised production hub, the company can deliver content at greater scale and speed, Reitermann said.

The appointment comes as global brands seek to build more integrated content operations capable of producing increasingly personalised campaigns across fragmented digital channels. For Nestlé and WPP, the Greater China model is designed to combine large-scale production with brand consistency, consumer engagement and commercial performance.

www.nestle.com

www.wpp.com

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