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Its shortlist omits OMD, another of Nestle's roster agencies, which has led to OMD losing the £10m Nestle Purina Petcare business in the UK.

OMD has held Nestle Purina's Felix and Winalot for more than a decade and has successfully defended the account in reviews three times.

At the three shortlisted agencies, conflicts with existing clients are expected to lead to account resignations depending on which wins the business.

MindShare holds the £40m Kellogg account in the UK, which would conflict with Nestle brands such as Cheerios, which it owns in the UK in partnership with Cereal Partners. MindShare's relationship with Kellogg covers five decades through sister agency J Walter Thompson.

ZenithOptimedia holds the £36m Masterfoods confectionery business with brands including Mars, Milky Way and Galaxy conflicting with Nestle brands such as Aero, Kit Kat and the Rowntree range. ZenithOptimedia also holds the £14m Muller Dairy account in the UK, which would conflict with Nestle's Ski range.

Universal McCann's only conflict is TV buying responsibility for Coca-Cola's water brands, which though currently inactive, would clash with Nestle Waters brands Buxton and Perrier.