Nespresso in agency talks over international strategy

Coffee brand Nespresso is in closed discussions with a small number of international PR agencies as it seeks strategic insight.

LONDON: Coffee brand Nespresso is in closed discussions with a small number of international PR agencies as it seeks strategic insight.

The new account, understood to be worth a mid-six-figure sum, will not affect Nespresso's relationship with Weber Shandwick, which includes global social media duties.

Nespresso is fronted by film star George Clooney, and it has driven growth in the coffee capsule and coffee-maker market. However, the Nestle-owned $4.4 billion brand's success has attracted competitors, although efforts to obtain a definite sales ban on producers of copycat capsules have been unsuccessful.

The account is focused on a specific, though undisclosed, initiative aimed at strengthening the business. One well-placed source said the work will be focused on “helping with an overarching strategy” across a wide range of markets.

“It has lots of products and global coffees,” the source added. “It's about what concept it wants to link it all together.”

This summer, Nespresso assembled its first board of experts to advise it on a long-term sustainability strategy. Earlier this month, YouTube made it the first European partner for a program to provide brands with the tools and training to improve their content on the site.

This story originally appeared on the website of PRWeek UK.

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