Nestcon 2025: Harnessing New Tech To Tell Better Stories is Key to Meeting Consumer Needs

Harnessing the growing interconnectedness of consumers to emerging forms of social media and new tech such as TikTok is key to ensuring products and campaigns are tailor-made to their needs.

This was the key takeaway during Nestcon 2025, a conference organized by Nestlé focused on the rapidly evolving digital world and how businesses can improve their audience engagement and business outcomes. Rosa Simba, business executive officer and chief marketing officer of the multinational company, told a news briefing that the company is focused on sharpening consumer-centricity via these new forms of media.

“What we shouldn't forget is first we need to be very clear about the proposition of the brand, meaning how we add value to the lives of our consumers,” she told the media on the sidelines of Nestcon 2025 at the SMX Convention Center in SM Aura in Taguig City. “At the heart of that, we need to have a strong understanding of the needs of our consumers. And I think at the end of the day, what we're really trying to do is to give them a seamless experience.”

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Simba cited the need for brands and companies like Nestlé to always ask questions from the consumer's standpoint to understand their needs and to stay relevant in their life decisions.

“We want to be closer to our consumers and we are leveraging tech and data so that we can understand them in a deeper way. The second transformation is really how we convey or send our messages to them,” she noted. “The reality right now is they engage in different media platforms. So they go into several apps. So the way they receive messages is very fragmented.”

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Nestlé Philippines posted P169 billion in revenue in 2023. The company has yet to disclose earnings last year. 

Nestlé Philippines CEO Kais Marzouki has said the average yearly revenue growth for the brand is at about five percent, with its top four brands being Nescafé, Bear Brand, Milo, and Maggi.

The brand is also setting aside about P6 billion to boost its factory capacity and efficiency. The investment is in line with the P18.1 billion earmarked for the Philippines from 2019 to 2027.

Nestcon 2025 was also mounted and made possible by Openmind Philippines under the WPP group. WPP has intersts in communications, commerce and technology and employs about 130,000 people in over 100 countries.

Emmanuel Ordinanza, who heads Nestlé Philippines integrated media section, stressed the need to move from “siloed thinking to full-funnel strategies” and to use data and technology to understand consumer behavior.

“There are a lot of Nestle brands that are already adapting to that kind of executions wherein there is synchronization,” he told the media at the same event.

“Just to give you one example; for Maggi, we don't just try to understand how people cook but we make sure that we are actually integrated in their lifestyle for us to be able to serve them the right recipe when they think of something.”

Neste Philippines Head of Integrated Media Emmanuel Ordinanza