Ogilvy Peru Wins Nestlé, Launches AI-Driven ‘Experience Hub’ Built for the Account

Nestlé, one of the largest advertisers in Latin America, has chosen Ogilvy Peru as its new partner in the market. The appointment represents a major expansion of the brand’s relationship with Ogilvy in the region and ushers in the launch of an AI-enabled ‘Experience Hub’ in Lima, bringing together creative, strategy, production, influencers, CRM and data into a single operation.

“With Ogilvy's experience, we will be able to execute more effective marketing campaigns, build a strong digital infrastructure, and develop a strategic mindset that keeps us at the forefront of the market,” says Bernardo León, head of marketing consumer and corporate comms at Nestlé Peru and Bolivia, speaking with LBB.

“This will enable us to capture consumer attention in a constantly evolving environment. We are confident that together, we will achieve outstanding results and elevate our efforts to the next level.”

Globally, Nestlé is increasing its advertising and marketing spend, aiming to raise investment to around 9% of sales by the end of 2025. The company’s 2024 Annual Review also notes that more than 70% of its media budget now goes to digital channels, supported by over 340 million first-party data records. These priorities underscore the scale of the company’s marketing ambitions – and the significance of Peru’s move to Ogilvy’s Experience Hub model.

Ogilvy has had a long-standing presence in Peru, and the agency’s operations there now sit within a newly defined Andean region that also includes Colombia and Ecuador. That cluster already partners with Nestlé on projects across Latin America, so the Peru appointment represents a natural expansion of the relationship as well as a major local mandate.

Fabio Quiroga, who recently took on leadership of the cluster as CEO of Ogiilvy Andina, says this integrated model strengthens the network’s ability to share expertise across markets and bring greater value to clients.

“This partnership elevates the Nestlé-Ogilvy relationship to the next level,” he says. “We’ve cultivated a long-term regional relationship built on deep understanding and mutual trust. The Experience Hub in Peru provides a unique opportunity to further integrate this relationship locally, adapting our best practices to the specific nuances of the Peruvian market.”

Building on that point, Fabio notes that Ogilvy’s long history with Nestlé in other Latin American markets gives the team in Peru a head start. He says the agency understands how Nestlé activates at both global and regional levels, and can translate those processes into effective local strategies tailored to Peruvian consumers.

“At Ogilvy, we have a very clear vision for client relationships: our commitment is to safeguard and advance their business objectives,” says Fabio. “This commitment is precisely why we specifically developed the Experience Hub for Nestlé. In such a dynamic market, we must be 200% proactive, analytical and agile to achieve the efficiency and creative excellence demanded by the Peruvian market.”

Fabio describes the Experience Hub as a model designed to turn global strategy into locally resonant execution. Driven by creativity, technology and data – and powered by AI – the Hub’s mission is to create personalised brand experiences that build meaningful connections while delivering measurable business impact.

The structure brings three disciplines together under one roof: Design, focused on insights and strategic planning in line with Nestlé’s global vision; Activation, covering digital production, creator partnerships and local activations; and Performance, responsible for real-time analysis and optimisation against global KPIs.

Fabio Quiroga, CEO, Ogilvy Andina

At the heart of the Experience Hub is AI, used to scale ideas efficiently and adapt them in ways that reflect the cultural identity and personality of Peru. “I believe that AI represents a cultural change rather than just a technological revolution,” says Fabio. “This vision aligns with that of our holding company.”

Fabio is referring to WPP Open, which is freely accessible to all employees. “This platform demonstrates our strong commitment to transformation and cultural development,” he adds. “That's why we have integrated it deeply into our operations. We have the opportunity to leverage this extensive resource to enhance our creative expertise every day, knowing that AI will never replace the human touch.

“As for the Experience Hub, AI will come to power our creative ideas. It will allow us to optimise processes and generate creative variations that adhere to Nestlé’s global guidelines but speak in the cultural language of Peru. I must say that creativity in the Peruvian market truly breathes its culture, personality and identity.”

By collaborating with the Experience Hub, Bernardo from Nestlé believes that he and his teams will be able to connect with audiences in a more authentic and relevant manner. He hopes this will lead to increased engagement, improved brand perception, and a stronger affinity for Nestlé products, particularly among younger generations who are digital natives.

“The Experience Hub was expertly designed to enhance the synergy between local and global insights,” adds Bernardo, “while proposing an innovative approach that encompasses creativity, strategy, data, and business across the journey. As a global brand we are confident that the Ogilvy Experience Hub is precisely what we need to achieve our goals in the local market.”

As this new partnership takes shape, Fabio frames the Experience Hub not only as an operational model but as a philosophy for how Ogilvy and Nestlé will work together.

“By uniting global creative and strategic strength with local cultural insights, we achieve campaigns that preserve Nestlé's brand essence while speaking directly and relevantly to Peruvian audiences,” he says. “This approach significantly strengthens emotional connection and commercial effectiveness. As strategic partners, we are committed to delivering real, tangible, end-to-end creative business solutions that genuinely resonate with audiences.”