Mondelez began a global review of its agencies in March, when it set out on a “journey to lead the future of snacking”. That has now concluded with most of the business to be shared between WPP and Publicis.
Ogilvy will lead the WPP team, handling chocolate, candy, powdered beverages and cheese, supported by agencies such as David. Digitas will lead the Publicis team, managing biscuits and gum, supported by Saatchi & Saatchi and Leo Burnett.
Mondelez’ creative work had been mainly managed by IPG and WPP, its main creative agencies throughout the world being Ogilvy, FCB and The Martin Agency. 40% of the company’s media is in digital so it was looking for agencies with strength in digital creative.
IPG’s The Martin Agency, will retain Oreo globally and Ritz in the US. Mondelez will also maintain a small group of “extras”. VCCP will remain as lead agency on Cadbury globally, supported by the Ogilvy network. Havas’ BETC will continue to handle Lu in France and the biscuits portfolio in Western Europe.
“Our consumer-centric focus, our purpose-driven brands and our digital ambitions need a powerful agency model to support them. We’re creating the basis for deeper strategic partnerships that give our local and global brand teams access to the best talent and best creative minds,” stated Martin Renaud, chief marketing officer of Mondelez International.
“By sharing best practices and leveraging data and insights more effectively, our partners will be in a better position to deliver winning creative and digital solutions, with speed, to our global and local business teams. We’re excited about how we’re revolutionising our marketing approach and energised about our new partnerships, just as we’re proud of the work and the partnerships we’ve built over years with our incumbent agencies.”
VCCP UK’s Mum’s Birthday commercial began winning hearts in Australia two months ago:
The Martin Agency introduced Oreos Stay Playful positioning to the cool kids this year:
…with help from creative agency, Elvis: