Mondelez Kicks Off Media Agency Review
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Mondelez has begun a review of its global media buying and planning business in an effort to consolidate its roster, the company said Wednesday night.
“This next phase of our media buying transformation will further simplify our agency infrastructure, leverage our scale and build our capabilities, especially in the areas of e-commerce and content monetization,” said Bonin Bough, chief media and e-commerce cfficer at Mondelez, in a statement. “Having two core media buying agencies globally also offers us a significant opportunity to drive efficiencies that we can re-invest to fuel our growth.”
The agencies competing to share for Mondelez’s gloabl business are the company’s two incumbent global media agency networks, Dentsu Aegis Media and Starcom MediaVest. The groups will seek more business across five regions and multiple snack categories, including the company’s Gum and Candy, Biscuit and Chocolate divisions. Mondelez’s two incumbent regional agencies — PHD for UK and Madison in India — will not be invited to participate in the review, the company said.
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