American multinational confectionery, food, and Beverage Company based in Illinois, Mondelez International, is conducting a global media review after the appointment of its North American agency partners – Spark Foundry and VaynerMedia. Both agencies will take on media buying duties and on digital and planning portions respectively, said Adweek sources.
In 2014, Carat was handed the media business for the snack food conglomerate, taking over duties from Mindshare. The new partnership covered several regions including Hong Kong, Taiwan, India, Japan, Malaysia and the United Kingdom. It also works with StarcomMediaVest (now Spark Foundry).
In a statement to Adweek, a Mondelez spokesperson added that the global media review follows the ending of current assignments. This enabled the company to take a “new look” at its media buying to address key changes. This includes programmatic, transparency and ecommerce, in a bid to better equip the company in the next three years. Marketing has reached out to Mondelez for details on APAC.