International: Publicis Groupe and WPP were assigned wit the global creative account of Mondelēz International. The new task is effective from 1st September, but will be carried out in phases to ensure a smoother transition. According to Mondelēz’s spokesperson, the handover is set to be finalized by the end of next year.
Publicis Groupe will be the main strategic lead for biscuits and gum, with Digitas leading the charge. WPP will be the main strategic partner for the chocolate, candy, powdered beverages and cheese divisions, with Ogilvy and David taking the lead, the spokesperson confirmed.
Meanwhile, The Martin Agency under IPG will continue its role as global creative lead for Oreo and US creative lead for Ritz, while VCCP will remain creative lead on the UK Cadbury account. Also, BETC will remain creative lead for local biscuit brands in Western Europe, the spokesperson confirmed.
CMO Martin Renaud said, “Mondelēz requires a “powerful agency model” to support its consumer-centric focus, purpose-driven brands and digital ambitions. He added that its agency partners “will be in better position” to produce leading creative and digital solutions quickly by sharing best practices and effectively making use of data and insights.
Corporate communications duties of Mondelēz are currently handled by MSL for in Southeast Asia, following a review in late 2018. It also picked Publicis Groupe’s Spark Foundry to handle Southeast Asia media duties last year, covering Singapore, Malaysia, Indonesia and the Philippines, amongst others.