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NESTLE CHANGING MARKETING STRATEGY

By Adnews Staff

U.S.-based Nestle will likely increase its direct marketing and cut down other types of advertising when Peter Brabeck becomes CEO in June 1997. A spokesman for Brabeck told Advertising Age that it is becoming more difficult to reach target markets with traditional media. Brabeck will take over from Helmut Maucher who will shed his role as CEO of the Swiss-based multinational in 1997 but will hold on to his title of chairman. Brabeck is currently executive vice-president in charge of food, Buitoni pasta, confectionery, ice cream, pet care and industrial products.

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