Nestle has consolidated its European media account with WPP. The decision has been taken following a pitch process that began earlier this year, according to media reports.

The account will be handled by WPP OpenMind.

"The result (of the contract) will be better decision-making and media planning to allow campaigns to build brands and win consumer attention at scale," a Nestle spokesperson reportedly said in a statement.

WPP OpenMind will coordinate Nestle's marketing communications, including buying advertising space and planning campaigns.  The agency will not, however, be in charge of creative work such as animation, making jingles and other content generation, say one of the reports.