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Pete Mitchell moves to Singapore for global media innovation role at Mondelēz International

Pete MitchellPete Mitchell has moved from media agency Mindshare in Chicago where he ran the global BP digital business to a global job at Mondelēz International based in Singapore, Mumbrella can reveal.

The Brit brings to an end a year and a half stint in the US, and returns to Asia as global media innovations director at the confectionery, food and beverage conglomerate. This is his first job on the client side of the media business.

He told Mumbrella: “I spent a year and half in Chicago running the global digital BP business for Mindshare. While I had a fabulous time in the US, I felt out of the loop of the media world, and off the pace with the way media was changing by not being in Asia.”

Before leaving for Chicago in October 2012, Mitchell was regional strategic director for Neo@Ogilvy for two and a half years. He has also worked at IPG Mediabrands agencies Initiative and UM as regional digital director.

Mitchell’s brief is to evaluate Mondelēz’s media activity in all markets across all brands – which include Oreo, Trident and Toblerone – and look at ways the company can innovate in these channels.

“As a company we’re proud of how we innovate to help our brands stand out using media, and that could mean any channel, from point of sale to vending machines,” he said.

Posting people in global positions in Asia is a trend that would increase in the coming years, Mitchell added.

“Mondelēz has a focus on Asia and growth markets, particularly China, India, Southeast Asia and Australia. Australia may have a relatively small population, but it’s very important market for us,” he said.

Mitchell is part of the jury for the Festival of Media Awards in Singapore this week.

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