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Account Pitch

Mondelez launches global media review

04 June 2015
Mondelez launches global media review

Mondelez has launched a review of its global media buying and planning business in a move to consolidate its roster, according to reports.

The agencies competing for the global account are the brand’s two incumbent global media agency networks, Starcom MediaVest Group and Dentsu Aegis Media, according to Ad Age. The two regional incumbent agencies – PHD for the UK and Madison in India – have not been invited to take part in the review.

"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 monetisation," said Bonin Bough, chief media and e-commerce officer at Mondelez.

"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."

Mondelez, which owns brands such as Oreo, Belvita, Cabury Dairy Milk and Trident, spent an estimated $1.7bn on global media in 2013.

The review is expected to finish by early autumn, with the appointments becoming effective at the beginning of January 2016.

Mondelez joins the growing number of brands re-evaluating their media arrangements including Unilever, Sony, Visa and Volkswagen.

It has also been reported that Coca-Cola has invited Ogilvy & Mather, primarily a creative agency, to pitch for a section of its media buying and planning account. Ivan Pollard, senior-vice president for connections, investments and assets at Coca-Cola North America, said the agency would be able to provide an "alternative perspective".

Why are the world's biggest advertisers reviewing their media accounts?

Related Stories:
General Mills launches media review, first in over a decade
Mondelez: 'We want to convert all media investments into buying opportunities'
Mondelez claims first programmatic Super Bowl TV ad with Oreo and Ritz spots

Laura Bracher, London

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