Mondelēz International, the renowned global confectionery and snack maker, has handed over its content production remit to Publicis Groupe and WPP. The shift comes at the expense of S4 Capital, and it has also led to Publicis Groupe receiving a more significant portion of the contract. The brand’s portfolio includes Cadbury, Oreo, Milka, Ritz, Philadelphia, and Sour Patch
MediaMonks and Publicis Groupe were assigned to oversee Mondelēz International’s global content production and management account in 2020. During that time, MediaMonks managed the brand’s global tech infrastructure, websites, and content production for North America, Latin America, Asia, Middle-East, and Africa. Publicis Groupe was responsible for its content production for Europe.
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According to a Mondelēz International spokesperson, “To lead the future of snacking, we continue to assess and change our agency partners to deliver meaningful impact to the Mondelēz International business. After a careful review, we’ve made some changes to our production model and are now in an onboarding transition. We thank our outgoing partners for the impact they have delivered to our business.” The brand expressed gratitude to their outgoing partners for their contributions but did not reveal the names of their new agency partners.
Mondelēz International’s New Accelerator Programme: CoLab
In addition to the content production shift, Mondelēz International has launched an accelerator programme for snacking startups in India called CoLab. The initiative will provide funding, education, and mentorship to companies in India and the US. India will be the first market outside the US to participate in the programme.
Through the CoLab programme, Mondelēz International intends to assist startups in identifying and participating in high-growth snacking trends, leveraging and building upon the category. The initiative, which first launched in the US in 2021, will accept up to seven Indian startups, taking them through a 12-week programme that includes mentoring, workshops, access to Mondelēz leadership, and its partner network. The startups will receive a US$20,000 grant after completing the programme.
Mondelēz International to Increase Ad Spend in 2022
Mondelēz International plans to increase its ad spend in 2022 to boost visibility and innovation. With these changes to its agency partners and new accelerator programme, the brand is taking strides to remain competitive and advance its position in the industry.
