Double victory for WPP Media Clients at the Amazon Ads Partner awards

Teams at Nescafé Dolce Gusto and OpenMind, as well as Unilever-owned Pot Noodle and Mindshare, pick up wins for full funnel advertising and brand storytelling.

We’re thrilled to announce two wins for WPP Media clients at the recent Amazon Ads Partner Awards. Nescafé Dolce Gusto and OpenMind, our bespoke team for Nestlé, secured the Full Funnel Advertising award – EMEA, and Unilever’s Pot Noodle, alongside Mindshare, a WPP Media brand, took home the Brand Storytelling award – EMEA. The Amazon Ads Partner awards recognise agencies and technology partners who demonstrate excellence in driving advertiser success with Amazon Ads. These wins underscore WPP Media’s commitment to innovative, integrated strategies that drive exceptional results for our clients across diverse market challenges.

Nescafé Dolce Gusto and OpenMind: Brewing up full funnel success

Nescafé Dolce Gusto faced a specific challenge in the highly competitive portioned coffee market. Price sensitivity among consumers and an abundance of compatible pod brands threatened to erode their premium position. To maintain and justify their price premium, and crucially, reinforce their cherished 'coffee shop at home' credentials, a sophisticated, multi-faceted marketing approach was essential.

This is where OpenMind’s Pervasive Performance model came in. Rooted in the belief that brand and performance are inextricably linked, the team moved beyond traditional siloed thinking to craft an 'always-on' strategy designed to connect with quality-seeking coffee lovers at every stage of their purchasing journey.

With its understanding that brand is more than the upper funnel – that it drives demand, preference, and the very reason consumers pay a premium – OpenMind created and strategically deployed emotionally engaging brand videos across Prime Video and Freevee. These creative assets resonated deeply with customers, building a connected audience and reinforcing the Nescafé Dolce Gusto brand story.

Simultaneously, recognising that performance is more than just achieving short-term conversions but also driving long-term value and profit, OpenMind leveraged Amazon DSP remarketing and Sponsored Ads. This ensured that brand interest translated directly into tangible sales, while the sophisticated use of Amazon Marketing Cloud allowed for the creation of precise, custom audiences, optimising every touchpoint. By blending brand building with targeted performance tactics, OpenMind delivered a truly holistic customer experience.

Nescafé Dolce Gusto achieved its highest ever share of the portioned coffee market on Amazon, alongside significant growth in brand search volume and sales. This proved that maintaining an elevated brand status and driving growth in a competitive market is entirely possible with the right full funnel activation.

Lisa Humphreys, Client Lead, Nestlé Europe at WPP, said:

"We are incredibly proud to be recognized for our Nescafé Dolce Gusto work with Amazon. This achievement is a testament to the seamless collaboration across the OpenMind network, Nestlé and Amazon, bringing together expert practitioners to deliver something truly groundbreaking. In such a hotly contested category, with thousands of entries from across the region, this award not only celebrates our innovation but also proves the immense power of true partnership in driving unparalleled market share and growth."

Pot Noodle and Mindshare: Slurping their way to top-tier brand storytelling

Pot Noodle and Mindshare worked together to transform its perception from a convenient, impulsive snack into a regularly chosen meal option for gamers. The team’s deep dive into consumer behaviour revealed that 66% of users snack while watching streams. In order to target this audience, together they cooked up the "Slurp & Conquer Quest" campaign, authentically integrating Pot Noodle into gaming culture. This campaign positioned Pot Noodle at the sweet spot where quick gaming fuel meets communal victory celebrations.

The concept was developed in collaboration with the Amazon Brand Innovation Lab team, harnessing Twitch Premium Video. Custom emotes were created that gamers could instantly recognise and use, and interactive sound effects. The brand immersed itself in the games and made itself memorable to gamers. This was combined with strategic Amazon DSP remarketing and Sponsored Ads activity, further strengthening the commercial impact of this activation.  This innovative approach helped Pot Noodle forge genuine connections with gamers, driving significant increases in brand awareness and purchase intent.

Kate Pigden, Business Director, Connections Planning at Mindshare, a WPP Media brand, said:

"An amazing achievement, we are really pleased to have had this campaign recognised on a global stage. It was the first of its kind for Pot Noodle and perfectly demonstrated how powerful it can be when brand and performance work together. It of course wouldn't have been possible without the partnership of Amazon and their lean-in mentality that resulted in a fantastically creative, multi-touchpoint activation. Built on audience insight and tapping into genuine consumer behaviour, it drove excellent results across both brand and business metrics." 

A testament to integrated excellence

These two award wins are a proud moment for WPP Media, showcasing our commitment to innovative, client-centric solutions that move beyond traditional siloed approaches. Whether it's fortifying an elevated brand status for Nescafé Dolce Gusto or reimagining the brand story for Pot Noodle, our teams consistently demonstrate how strategic foresight, deep platform expertise, and a genuine understanding of the customer journey can drive both growth and long-term value for our clients.