WPP to lead Nestle China end-to-end content operating model

22. Sep 2026

(AWP Alliance News) - Nestle SA - Vevey, Switzerland-based food and drink conglomerate - WPP PLC - London-based advertising and public relations firm - Nestle selects WPP to architect and operate its new end-to-end content operating model across all brands in Greater China. "The new operational setup integrates social, content, [key opinion leader], 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 says.

Nestle Greater China Chief Marketing Officer Allen Cai says: "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."

Nestle current stock price: CHF77.09

12-month change: up 7.6%

WPP current stock price: 394.50 pence

12-month change: up 9.9%

By Aidan Lane, Alliance News reporter

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