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Nestle calls review of its regional media buying and planning.

Nestle has called a review of its regional media buying and planning account.

The review is understood to be statutory and in the early stages, with MediaCom the in- cumbent on the business.

Nestle Middle East declined to comment on the review, stat- ing only that it could not discuss the matter until the completion of the pitch. It is not known how many agencies are involved in the review.

Last year the company opened direct sales and distri- bution operations in Saudi Arabia, making Nestle one of the first FMCG multinationals to have a direct operational presence in the kingdom.

Nestle is the world's largest food and nutrition company and has been present in the re- gion since the 1930s, when it opened an operation in Leba- non. Nestle Middle East was founded in 1997 in Jebel Ali Free Zone and now serves as a regional hub to fulfil the needs of the GCC, Levant, Iran and Iraq markets.

It has invested more than $400 million in the region since its launch, owning and operat- ing 17 factories and 37 offices. Its brands include Nescafe, Nesquik, Cornflakes, Cheerios, Kit Kat, Quality Street, Nido and Cerelac.

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Publication:Campaign Middle East
Date:Mar 18, 2012
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