Nespresso has named Publicis Groupe’s Leo as its new global creative agency of record, concluding an influential 19-year relationship with IPG’s McCann. The move comes after a competitive pitch against WPP’s Ogilvy and Omnicom’s TBWA. Media duties were not part of the review.
Though McCann repitched for the business, sources indicate the agency had no scoped projects for 2025 and had already shifted to more limited, project-based work out of Paris. Despite the creative transition, Nespresso will continue collaborating with IPG agencies like FutureBrand, UM, Weber Shandwick, and MRM on other aspects of the brand’s marketing ecosystem.
“We’re incredibly proud to have worked with this iconic coffee brand to turn it into a global phenomenon,” a McCann spokesperson said. “From the highly successful collaboration with George Clooney to the power of the ‘Nespresso. What else?’ platform, our partnership has built a new premium coffee category.”
A Legacy Built on Craft and Charisma
McCann Paris introduced the now-famous “What Else?” tagline in 2006, alongside the first global work featuring George Clooney, who has since become the face of the brand in more than two dozen witty, celebrity-studded campaigns. Cameos from Jack Black, Eva Longoria, and others helped Nespresso carve out a distinct position in a crowded premium coffee market.
Over nearly two decades, McCann helped transform Nespresso from a European espresso brand into a globally recognized lifestyle icon synonymous with sophistication, design, and sustainability.
Why the Shift?
The account move appears to be part of a broader strategic evolution. Nestlé has been seeking new growth vectors for Nespresso, particularly among younger consumers and in markets like the U.S., where it’s been expanding boutique retail and experimenting with ready-to-drink (RTD) offerings.
In fall 2024, the brand debuted its honey-infused chilled coffee, Master Origins Colombia, aimed at Gen Z and on-the-go drinkers. Nespresso’s VP of Marketing and Sustainability, Jessica Padula, told Adweek that the RTD initiative was part of a broader push to win younger coffee lovers earlier—long before they enter the “machine purchase” life stage, typically between 30 and 50.
“People start drinking coffee around 14 in the U.S.,” said Padula. “RTD should give us a little read into that space.”
What’s Next?
The creative shift to Leo (under Publicis) may signal a desire to modernize the Nespresso brand voice and appeal to new audiences without sacrificing the luxe aesthetic that defines its legacy.
Leo’s appointment also reflects a more dynamic global marketing approach as Nestlé navigates market challenges. While sales dropped 1.8% in 2024, organic growth rose 2.2%, with coffee—via Nespresso, Nescafé, and Starbucks RTD—continuing to be a category bright spot.
A Strategic Inflection Point
Whether Leo will evolve the “What Else?” tagline or retire it altogether remains to be seen, but the agency’s first work will undoubtedly set the tone for Nespresso’s next chapter—a balancing act between premium heritage and new-generation relevance.
This news was first reported by Adweek.
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