Published on: September 23, 2026
WPP has been appointed by Nestlé to design and operate a new end-to-end content operating model covering the company’s brands across Greater China. The partnership follows a competitive multi-agency pitch and was announced by WPP on September 22.
The new model will bring together social, content, KOL, commerce, media and production capabilities through an AI-powered hub-and-spoke structure. It is designed to support the development and distribution of tens of thousands of campaign assets and platform-specific content across Nestlé’s portfolio in the region.
WPP will collaborate with Nestlé’s existing creative agencies of record and media partners, with the aim of maintaining consistent brand and messaging across its marketing ecosystem while supporting sales conversion across key digital platforms.
According to WPP, the partnership represents Nestlé’s first globally integrated end-to-end content operating model. The solution will be powered by WPP Open | China, WPP’s agentic marketing platform developed for China’s digital, social, media and commerce environment.
WPP Open | China will connect WPP’s talent, technology and AI-enabled workflows to facilitate collaboration, streamline production and support content creation at scale.
The operating model will be supported by WPP’s Operations and Delivery Hub in Wuxi, Jiangsu Province. The facility will serve as the production engine for the programme, managing content development and scaled production for major Nestlé brands, including Nescafé and Purina, alongside its Food, Nutrition and Confectionery categories.
The model is expected to generate and deploy more than 35,000 pieces of content annually, supporting Nestlé’s need for high-volume, locally relevant and platform-specific marketing assets.
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.”
Chris Reitermann, CEO, WPP Greater China, added, “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. 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.”
