Nestlé strengthens Latin American marketing with Ogilvy Peru

Nestlé has appointed Ogilvy Peru as its agency partner in the market, expanding a long-standing regional relationship. The move includes the launch of an AI-enabled Experience Hub in Lima, which will integrate creative, strategy, production, influencer marketing, CRM and data under one operation.

Bernardo León, head of marketing consumer and corporate comms, Nestlé Peru and Bolivia: "With Ogilvy's experience, we will be able to execute more effective marketing campaigns, build a strong digital infrastructure, and develop a strategic mindset that keeps us at the forefront of the market."

Nestlé is raising its global marketing spend, targeting around 9 percent of sales by the end of 2025. More than 70 percent of its media budget is now allocated to digital channels, supported by over 340 million first-party data records. Peru’s adoption of Ogilvy’s Experience Hub model reflects the company’s broader strategy of scaling its digital capabilities across markets.

Ogilvy has operated in Peru for many years and is now part of a new Andean cluster that also includes Colombia and Ecuador. This regional group already manages projects for Nestlé in Latin America, making Peru’s mandate a natural expansion of the partnership.

Fabio Quiroga, CEO, Ogilvy Andina: "This partnership elevates the Nestlé-Ogilvy relationship to the next level. The Experience Hub in Peru provides a unique opportunity to further integrate this relationship locally, adapting our best practices to the specific nuances of the Peruvian market."

He added that Ogilvy’s experience with Nestlé across Latin America gives the Peruvian team a head start, with the ability to translate global and regional strategies into campaigns designed for local consumers.

The Experience Hub combines three disciplines: Design, focused on insights and strategic planning; Activation, covering production, partnerships and campaigns; and Performance, responsible for real-time analysis against global KPIs. At its core, AI is used to scale creative ideas and adapt them to Peruvian culture.

Fabio Quiroga: "I believe that AI represents a cultural change rather than just a technological revolution. As for the Experience Hub, AI will come to power our creative ideas. It will allow us to optimise processes and generate creative variations that adhere to Nestlé’s global guidelines but speak in the cultural language of Peru."

By working with the Experience Hub, Nestlé aims to connect with consumers in a more relevant way, especially younger, digitally native audiences. Bernardo León: "The Experience Hub was expertly designed to enhance the synergy between local and global insights while proposing an approach that encompasses creativity, strategy, data, and business across the journey."

Fabio Quiroga: "By uniting global creative and strategic strength with local cultural insights, we achieve campaigns that preserve Nestlé's brand essence while speaking directly and relevantly to Peruvian audiences. This approach significantly strengthens emotional connection and commercial effectiveness."

www.nestle.com

www.ogilvy.com

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