In Post-AOR Era, Mondelez Tries Multi-Agency ‘Project Sprout’
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At Mondelez International, the agency-of-record model is dying, if not dead already. Dana Anderson, the snack-and-candy marketer’s senior VP of marketing strategy and communications, said as much last month in a Wall Street Journal opinion piece, calling the AOR approach “no longer the pathway to Oz for clients or agencies.”
But what, exactly, is on the other side of the rainbow for the maker of big brands including Oreo, Trident and Cadbury?
A new global marketing experiment called “Project Sprout” offers some clues. The project — which Mondelez is quietly testing in Nashville, Tenn.; Austin, Texas; Brazil; Canada; and Turkey — involves working with multiple agencies at once, while using small teams, accelerated timelines and putting an emphasis on linking advertising to short-term sales results.
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