This article is also available in Vietnamese.

Nestlé Vietnam has concluded one of the largest account reviews in Vietnam, moving its media and eCommerce accounts to OpenMind – a dedicated Nestlé team operated by GroupM.


The account, for which Publicis Media had been incumbent for over a decade, includes integrated media planning & buying as well as biddable performance media & e-Business, Nestlé’s unit responsible for driving online sales on eCommerce platforms, for all brands and categories of Nestlé and its affiliates. OpenMind has already been handling the e-Business remit for Nestlé since January this year.


The appointment follows a competitive pitch that lasted almost 5 months and involved Publicis Media & Dentsu International as the other contenders. The remit begins on October 1, 2022 and runs until December 2025. 


Speaking about the appointment of OpenMind, Hiep Hoang-Dao, Director of Communication & Marketing Services, Nestlé Vietnam, said: “Our businesses are going forward with a clear strategy of digitalization acceleration to create engaging brand experience for our Vietnamese consumers. On this journey it’s crucial to go together with a media & e-Business partner who share the same strategic point of view. We are confident with the outstanding digital competencies, realistic and actionable strategic media planning, as well as strong commitment demonstrated by OpenMind.”


Himanshu Shekhar, GroupM CEO for Vietnam, Indonesia and Thailand, said: “Winning Nestlé’s trust in Vietnam is a huge privilege for us. On behalf of our entire team and network I am thankful to leadership of Nestlé Vietnam for this opportunity. We are committed to make media a growth engine for Nestlé in Vietnam.”