Mondelēz confirms winning agencies in Asia following its global media buying review

Following its global media buying review, Mondelēz International has confirmed that Spark Foundry – part of Publicis Groupe – has won the account for South East Asia and China.

Meanwhile, WPP agencies Wavemaker and Mindshare will take on the work for India and Japan. The previous incumbent agency Carat “remains a key partner in other regions” – said Mondelēz.

A spokesperson for the multinational food, beverage and confectionary company told Mumbrella the accounts covered “all local brands, amongst others Oreo and Cadbury”.

“With our global review, we took a new look at our media buying to better equip our company for the future and address key changes such as programmatic, transparency and e-commerce,” the spokesperson added.

“We’re excited about this next phase of our digital transformation and are convinced that the partners we’ve chosen will help us in our journey.

“We’re very proud of the partnership we built over the years with our incumbent agencies and the value they have delivered.”

The American company Mondelēz employs around 107,000 people across the world and is headquartered in Chicago, in the United States. Annual revenue is said to be $26 billion and the firm operates in 160 countries.

It is the latest in a series of global reviews in the segment with Nestlé, Procter & Gamble and Mars all conducting similar exercises in order to conduct a health check on the services being provided by agencies.


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