Mondelez Gives MediaVest, Aegis More Media Work
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Candy and snacks giant Mondelez International will consolidate U.S. media-planning and -buying duties with Publicis Groupe’s MediaVest, while giving Aegis Group more international strategic responsibilities.
MediaVest has long handled planning and buying for snack brands — which include Ritz, Oreo, and Wheat Thins — as well as TV and print buying for gum and candy brands, including Trident and Stride. The shop will now assume planning for the gum and candy brands, as well as digital buying. That work had previously been with Horizon Media, which is being cut from the Mondelez roster.
In an interview with Ad Age, B. Bonin Bough, VP of global media and consumer engagement at Mondelez, said Horizon “has been an amazing partner and we are very grateful for what they’ve done for the gum and candy category for us within the U.S.” He added: “It was just a decision from the U.S. region to consolidate that within MediaVest.”
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