• WedgeWPP has a foothold via the global OpenMind unit (EU) and KitKat creative — there's a precedent argument for WPP Media Taiwan to land a TW project even within Publicis-dominant TW
• WhyGlobally Nestlé consolidated media with Publicis (Publicis One / Zenith / Starcom) starting 2018, expanded 2023 (pan-European OpenMind WPP bespoke unit) and 2024 (China to Publicis Media + Nestlé One). The Publicis relationship is dominant in Asia.
• Who ·

1. W1WPP has a foothold via the global OpenMind unit (EU) and KitKat creative — there's a precedent argument for WPP Media Taiwan to land a TW project even within Publicis-dominant TW
2. W2Purina (pet care) is a fast-growing TW category — pet care marketing typically has more agency latitude than core CPG and Publicis may not be incumbent here
3. W3AI-first creative (Nestlé already piloted Frapped chatbot) — natural fit for Venture AI Agency / WPP Media's AI capabilities
4. W4Sustainability storytelling (Nescafé Plan) needs market-specific TW farmer/consumer narratives that global agencies miss
5. W5Cerelac / Infant Nutrition has separate regulatory/marketing rules in TW — niche expertise wedge

• Globally Nestlé consolidated media with Publicis (Publicis One / Zenith / Starcom) starting 2018, expanded 2023 (pan-European OpenMind WPP bespoke unit) and 2024 (China to Publicis Media + Nestlé One). The Publicis relationship is dominant in Asia.
• BUT: Nestlé awarded pan-European media to a bespoke WPP unit called OpenMind in Sep 2023 — proving WPP DOES have a Nestlé relationship, just not in Asia.
• In TW specifically, Publicis Groupe is dominant — Starcom TW, Zenith, and Leo Burnett TW all sit in the Publicis stable, and Starcom has won awards on Coca-Cola/Nestlé work.
• Nestlé SG/MY moved Mindshare → Zenith/Publicis One years ago — a clear loss for WPP that established the regional Publicis pattern.
• Nestlé increased advertising spend 8% → 9% of sales — meaning ~$10B+ in marketing globally, growing TW spend likely.

• Nestlé Taiwan Country Marketing Lead (name not publicly confirmed)Marketing Director / Country Business Manager, Nestlé Taiwan

  since unknown

  Nestlé Taiwan reports through Nestlé Greater China zone; category-specific BU heads (Coffee/Nescafé, Confectionery/KitKat, Culinary/Maggi, Infant Nutrition/Cerelac, Pet Care/Purina) sit alongside country marketing.

  Source ↗

Heavy global brand platforms (KitKat Break Better, Nescafé Plan, Maggi family meals) adapted locally for TW. Coffee is the flagship category in TW. Confectionery (KitKat) leans on global creative. Strong sustainability storytelling. Increasing AI/digital experimentation (Frapped chatbot). Local TW execution likely flows through Publicis stable (Starcom media, Leo Burnett creative — both Publicis).

• Nescafé Plan 2030 (regenerative agriculture)2024 · Global brand/PR (Nestle in-house + agency partners) · Corporate brand / sustainability

  Nescafé Plan exceeded 2025 regenerative agriculture goals; sustainability-led brand positioning.

  Source ↗
• KitKat 'Break Better' (global)2024 · Wunderman Thompson / VML (WPP) — global; local TW adaptation · TVC + integrated

  Featured across 60 countries; ranked #2 in Kantar 2025 Creative Effectiveness Awards (TV).

  Source ↗
• Nescafé Dolce Gusto 'Frapped' AI campaign2024 · Keenfolks (global) · AI chatbot / digital

  AI-powered personalised frappé recipes; demonstrates Nestlé willingness to test AI-first creative.

  Source ↗

Don't try to displace Publicis on Nescafé or core coffee — entrenched. Don't pitch global brand creative — that's WPP/VML on KitKat globally already. Pitch Purina (less entrenched), AI-creative work (Frapped precedent), or TW-specific local cultural campaigns. Acknowledge Publicis incumbency upfront.

• Starbucks TW / Louisa (Nescafé competition)
• Mondelez TW (Cadbury, Oreo — KitKat competition)
• Uni-President (Maggi competitor in instant noodles/seasonings)
• Mars Wrigley TW (chocolate)
• Mead Johnson / Abbott (infant nutrition)

• ? Is Starcom TW the confirmed media AOR for Nestlé TW (assumed but not directly cited)?
• ? Who handles Purina TW marketing — separate roster from Nestlé core?
• ? Does TW have a separate KitKat creative shop, or is it pure global adaptation?
• ? What's the current Nestlé TW country marketing director name?