Nestlé taps WPP to power AI-driven content model in Greater China

Nestlé has appointed WPP to architect and operate its new end-to-end content operating model across all brands in Greater China, following a highly competitive and multi-agency pitch process.

The new operational setup integrates social, content, KOL, commerce, media and production capabilities through a robust, AI-powered “spoke-and-hub” model, aiming to develop tens of thousands of campaign assets and platform-specific end-to-end content for all of Nestlé’s brands in Greater China.

WPP will work closely with Nestlé’s existing creative agencies of record and media partners to ensure cohesive branding and messaging throughout the marketing ecosystem while driving sales conversion on key platforms.

This initiative marks Nestlé's first truly integrated end-to-end content operating model globally. Underpinning this innovative solution is WPP Open | China, WPP's pioneering agentic marketing platform, tailored for China's unique digital, media, social and commerce landscape, bringing WPP talent, technology and AI-powered workflows together to enable seamless collaboration and creative excellence.

Leveraging WPP's operations and delivery hub in Wuxi, Jiangsu Province, as the engine, WPP will manage content creation and scaled production for iconic brands including Nescafé, Purina as well as its food, nutrition and confectionery lines, etc. The model is designed to produce and deploy over 35,000 pieces of content annually.

Allen Cai, CMO, Nestlé Greater China, said: "Navigating the intersection of AI, scale, and customisation is critical to fostering compelling brand experience for our consumers at China speed. This marks a new chapter in our partnership with WPP and an opportunity to jointly shape the future of content operations. Together, we are setting new benchmarks that will future-proof our brand-building capabilities and support our continued success in this vibrant region."

"Nestlé's brands touch the daily lives of millions of consumers, and supporting a portfolio of that magnitude requires a completely new way of working," added Chris Reitermann, CEO, WPP Greater China. "By combining our social, creative, production and media teams with advanced AI technology and a centralised production hub, we can now deliver content at the scale and speed that simply wasn't possible in the past. We also believe that in a world with an abundance of content it is even more critical to develop meaningful connections with consumers, build brands while driving performance, and stand out from the clutter. We share a clear vision with Nestlé for how this integrated model will drive real business value while reaching consumers in more engaging ways."

MARKETING-INTERACTIVE has reached out to WPP for more information.

The appointment builds on an existing regional relationship between the two companies. In 2024, Nestlé concluded a media review that saw WPP's OpenMind take over media duties across Southeast Asian markets, including Singapore, Thailand, Indonesia, the Philippines, Malaysia, and Vietnam.

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