Mondelez has kicked off its media buying and planning review process with the goal of consolidating its agency roster.
Mondelez Global media review will cover media planning and buying for the company’s five regions as well as its gum & candy and biscuit & chocolate categories.
Aegis Media and Starcom Mediavest, which currently serve as the company’s two global core agencies, are the only ones that have been invited to participate in the review.
Its two regional agencies, PHD for the UK and Ireland and Madison Media for India, will not be participating in the review as a result of the new stand taken by the client.
Since 2012, Mondelez has reduced its roster from 12 agencies to four. As it continues to simplify, it plans to build out its capabilities in e-commerce and content monetization.
It said Mondelez is likely to finalize the Global Media review process by this September.
Mondelez, whose international brands include Chips Ahoy and Ritz, is the latest to announce massive changes to hoe it buys and plans its media. This year, General Mills, Citi, Visa, and Sony have also put their global media business under review.
