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# Nestlé centralizes creator marketing, but measurement lags
- URL: https://www.medianexis.com/nestle-centralizes-creator-marketing-but-measurement-lags-2/
- Published: 2026-10-15T18:48:38.000Z
- Updated: 2026-10-15T18:48:38.000Z
- Description: Next in Media’s Mike Shields reports that Nestlé is merging its scattered PR, media and influencer budgets into one creator marketing discipline, per digital content lead Daniele Tundo, while CreativeX’s Anastasia Leng says most brands plateau at 10-20% of spend going to creators.
- Author: The Signals Desk
- Tags: Creators, Mike Shields, Nestlé Mexico unifies data for scale

*Signal from* [*Next in Media*](https://mikeshields.substack.com/) *·* [*Mike Shields*](https://www.medianexis.com/tag/by-mike-shields/) *·* [*read the original*](https://mikeshields.substack.com/p/brands-like-nestle-are-starting-to)*.*