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O&M wins Nestle Milo brief in Australia and New Zealand

SYDNEY - Singleton Ogilvy & Mather has won the creative advertising account for top Australian and New Zealand Nestle energy drink brand Milo following a three-way pitch.

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Singleton O&M, the WPP Group joint venture with Singleton Advertising, beat rival agencies McCann Erickson and the Cordiant-owned Campaign Palace to win the account. Singleton O&M was also awarded the brief for chocolate milk mix Nesquick on the strength of its pitch.

John Montgomery, general manager of food and beverages at Nestle Australia, said: "Singleton O&M presented a distinctive, fully integrated solution designed to provide the Milo brand with a strong platform to grow over the coming years."

The agency's first task will be a branding drive across all main marketing channels to raise awareness of the drink as a way of boosting energy levels among eight- to 13-year-olds.

The agency will use through-the-line activity including mainstream advertising and multicultural marketing alongside online, CRM, interactive advertising and sampling.

Chris Mort, CEO of Singleton O&M, added: "We are delighted to now have the opportunity to work on this icon brand. It is a great win for the entire SO&M group and we look forward to developing our big idea into a very effective 360-degree brand campaign."

Singleton O&M was formed in 1998 when The Singleton Group-owned John Singleton Advertising merged with WPP's Ogilvy & Mather operation in Australia.

The Ogilvy group now works on Nestle Milo in seven markets in Asia Pacific and 15 globally.

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