Global CMO Aude Gandon is shaking up Nestlé’s marketing function. With change in the wind Antonia Farquhar, Head of Media, Content and Data, is swapping Sydney for Switzerland and the global media gig. She’s overseen a strategic shift in Nestle’s first party data push and launched its first retail outlets globally – and if local KitKat sales are anything to go by, Byron Sharp’s theories around mental availability are on the money. Farquhar has also honed personalisation strategies via direct-to-consumer channels and while she’s a big platforms proponent, thinks digital marketers neglect ‘legacy’ media and full funnel strategies at their peril. This year, Farquhar also launched a hybrid in-house agency; it’s fast and smart but Nestlé has no plans to take big, “polished” creative duties away from ad agencies just yet. 

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