The decision follows Nestle's decision to move the bulk of its £62m UK account into WPP's MindShare earlier this month after a showdown with ZenithOptimedia.
The two agencies have been competing against each other globally for Nestle's media business after the Swiss giant decided in October to divide its £900m global account between Publicis Groupe's ZenithOptimedia and WPP's Group M.
The US account marks the latest stage in dividing the spoils of the huge global Nestle account. The decision to split the business between MindShare and ZenithOptimedia saw Universal McCann removed from the global roster.
The move was designed to allow Nestle to appoint either one or both of the agencies in each of its international markets.
This decision does not affect the creative assignments of Nestle's communications partners. The win includes the business of Nestle Prepared Foods Company, Nestle Purina PetCare Company, and Nestle Waters North America, which includes the Perrier brand.
Nestle said that over the next few weeks, ZenithOptimedia will work closely with the current media buying and planning agencies to transition the business, as well as with internal media and marketing teams to develop their scopes of work for 2005.
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