BUC-2.1 — AI-Powered Brand Content & Creative Studio.

The full creative funnel: brief, trends, production, idea scoring, key-visual adaptation and media/KOL performance. Today: • Creative copy needs to keep pace with the speed of social culture, with more real-time trend signals and local nuance in messaging, so content stays fresh and connected to ongoing conversations and brands stay relevant in fast-moving social environments. • Marketing teams want a more structured way to understand why campaigns win both awards and consumers. Knowledge from Effie, Cannes, and other sources is spread across sources and could be more actionable. Creative evaluation relies mainly on experience and intuition and would benefit from clearer benchmarks. • Campaign requirements, decisions and action items are often scattered across meetings, emails, Teams chats and project trackers, requiring significant effort to consolidate into agency-ready briefs and align stakeholders. • Adapting approved Key Visuals (KV) into multiple POSM, e-commerce and channel-specific formats is repetitive, time-consuming and requires multiple design iterations with agencies. • KOL/KOC marketing is increasingly critical, especially for reaching younger audiences, and brands need clearer direct visibility and control. Selection is largely agency- and intermediary-led, while creator data is spread across platforms, campaigns and partners – an opportunity to bring more creator insight in-house. Teams want a more objective way to compare KOLs/KOCs and identify the best fit for the brand, audience and campaign idea. Once campaigns go live, performance arrives through weekly agency reports; faster access would support fact-checking and quicker corrective action. Learning from each campaign needs to be retained so the next search can build on it. Reviewing KOL lists and content is time-consuming with repetitive content. • Campaign learnings are scattered across post-evaluation reports, media performance, sales results and agency presentations, so a more systematic way is needed to identify what worked, what did not, and apply learnings to future campaigns. When adapting a successful campaign to another brand or context, teams must manually reconstruct its objectives, audience, channels, mechanics, creative, budget, and results from multiple documents. Comparisons need a common standard rather than informal know-how, and would add more value starting earlier in planning, so previous learning is easier to reuse, transferability assessments are faster, and investment decisions draw more fully on historical evidence. • Media is a major investment, and media intelligence is largely agency-led – an opportunity to bring more insight in-house. Data is already available from every platform – Google, Meta, TikTok, OTT (Over-The-Top) and more – and is currently consolidated and interpreted by the agency. Planning is based on agency recommendations, and brand teams want to build their own view to compare and assess them. Performance tracking arrives as periodic agency reports across platforms and metrics; a consolidated view would make it easier to see the full year at a glance and react quickly.

• Help Brand, CDT and CMS teams run the full creative funnel – brief, inspiration, execution, evaluation and adaptation – faster and with stronger, more contagious creative ideas – measured by improvement in SoV and BHT. • Short term: SoV, effective organic reach and frequency. Long term: BES (Brand Equity Score), market share and penetration. • Share of creative briefs reaching the contagious index in the Nestlé Creative Framework; on-brand, issue-free communications; brand-guideline compliance – signed off by BU (Business Unit) Head and CMS Head.

• Brand, CDT and CMS teams • Brand teams and media teams

• Social listening data, platform conversations, and emerging social trends; historical brand assets, past campaign copy, and performance data; local language elements such as slang, expressions, and cultural references • Award databases: Cannes Lions, Effie, WARC case libraries; creative assets: TVCs, digital campaigns, social content (YouTube, TikTok); effectiveness signals: engagement metrics, brand lift studies, and consumer response data • Approved KV, Brand Guidelines, POSM Templates, E-commerce Specifications • Teams Meetings, Emails, Project Trackers, Action Logs, Previous Campaign Briefs, Brand Guidelines • Campaign Evaluation Reports, Media Metrics, Sales Data, Nielsen, Agency Reports, Consumer Research • Agency Note: Synthetic data could be potentially provided during the process, upon approval of the Nestlé team and in compliance with data law.

• To be determined Note: Nestlé's current environment includes Microsoft Azure and Microsoft Copilot. Solutions that can work with this environment are welcome, and final integration and deployment requirements will be confirmed with the Nestlé team.