Key Takeaways:
- Nespresso appoints Publicis Groupe’s Leo to lead its global creative, concluding a 19-year run with McCann.
- The decision followed a competitive pitch involving McCann, Ogilvy, and TBWA, with Leo emerging as the selected agency.
- McCann's Paris office had reportedly been handling Nespresso's creative work on a project basis, with no projects scoped for the current year.
Nespresso just closed the book on a 19-year agency partnership.
The Nestlé Group subsidiary has selected Leo, the recently unified network under Publicis Groupe, to manage its global creative responsibilities.
Following a multi-agency pitch that included Ogilvy and TBWA, Nespresso ended its nearly two-decade creative partnership with McCann Worldgroup.
McCann’s previous contributions included launching the "What else?" campaign in 2006, which helped define Nespresso’s premium persona.
Earlier this year, the agency developed a campaign centered on a longstanding partnership with actor George Clooney.
Although McCann’s Paris office handled creative work in the past, it reportedly had no active Nespresso assignments at the time of the pitch.
Formed by combining Publicis Worldwide and Leo Burnett, Leo represents Publicis Groupe's streamlined approach to global creativity.
While Leo takes over a primary creative role, Nespresso will still collaborate with other Interpublic Group agencies, including MRM, UM, and FutureBrand.
JUST IN | Nespresso has handed its global creative account to Publicis Groupe’s Leo, ending its almost two-decade relationship with IPG’s McCann. https://t.co/U3EOQyyD2j
— ADWEEK (@Adweek) May 28, 2025
Reflecting on the end of the long-running partnership, a spokesperson from McCann shared with ADWEEK:
“We’re incredibly proud to have worked with this iconic coffee brand to turn it into a global phenomenon.
From the highly successful collaboration with George Clooney to the power of the ‘Nespresso What else?’ platform, our partnership has created work that has built a new premium coffee brand around the world.”
“We wish the brand well in its next chapter and look forward to continuing our strong partnership across the many other ways we support the business.”
Introducing ready-to-drink options allows Nespresso to compete in a market segment dominated by convenience and younger demographics.
A New Strategy for New Sippers
The agency shift comes as Nespresso continues adapting its brand for changing consumer preferences.
Over the last decade, the company has invested in brick-and-mortar boutiques in cities such as New York and Miami, aiming to provide a more immersive retail experience.
In a bid to connect with younger consumers, Nespresso recently tested a ready-to-drink cold coffee product, Master Origins Colombia.
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According to marketing leadership, this initiative serves as a way to assess how Gen Z interacts with the brand outside the traditional in-home coffee space.
With younger drinkers typically purchasing beverages on the go, Nespresso hopes to continue to stay visible and relevant.
Leo’s appointment suggests a creative realignment that may bring new energy to how Nespresso engages its global audience.
Gen Zs take life a little less seriously than their middle-aged counterparts. Nespresso recognised this and lightened the mood; moving away from George Clooney, drinking a hot espresso, to The Weekend sipping on an iced Nespresso coffee https://t.co/xDl0apSD2U
— TeamMediaMix360 (@TeamMediamix360) May 28, 2025
The agency will evolve the brand’s visual identity and storytelling to meet market demands.
Whether it continues with longstanding ambassadors or introduces new faces remains to be seen.
Meanwhile, its sister brand Nescafé is exploring digital storytelling through a collaboration with Zach King to launch its new espresso concentrate.
