Mondelēz International has confirmed that Spark Foundry – part of PublicisGroupe, has won the account for South East Asia that includes markets such as Singapore, Malaysia, Indonesia, Philippines amongst others. Meanwhile, the group will also handle China and MENA.
Meanwhile, WPP agencies Wavemaker and Mindshare will take on the work for India and Japan. The previous incumbent agency Carat “remains a key partner in other regions” – said Mondelēz.
A spokesperson for the multinational food, beverage and confectionary company told Mumbrella the accounts covered “all local brands, amongst others Oreo and Cadbury”.
“With our global review, we took a new look at our media buying to better equip our company for the future and address key changes such as programmatic, transparency and e-commerce,” the spokesperson added.
“We’re excited about this next phase of our digital transformation and are convinced that the partners we’ve chosen will help us in our journey.
The company called the pitch for its international markets in March after awarding its North America business to Spark Foundry and VaynerMedia. In 2014, Carat was handed the media business for the snack food conglomerate, taking over duties from Mindshare. The partnership covered several regions including Hong Kong, Taiwan, India, Japan, Malaysia and the United Kingdom. It also works with StarcomMediaVest (now Spark Foundry).
