Owner of Cadbury and Oreo, Mondelez, has divided its £1.3 billion media account between WPP, Publicis and Vayner Media after a comprehensive media review.
The review is believed to be one of the biggest global media reviews this year, following in the footsteps of Nike and AB InBev who reviewed in July.
Publicis Groupe has come out on top, bagging the largest chunk out of Mondelez’s media business. The agency has reportedly increased the billings from 30% to 70%.
The brand’s former agency Carat, owned by Dentsu, withdrew from the pitch process in its early stages, losing a £50 million account in the UK.
READ MORE: Cadbury creates new ‘sonic logo’ to embody the brand in sound
Publicis will now control Mondelez’s ad business in Europe, Latin America, the Middle East, North Africa, China and South Africa.
While ‘big six’ agency WPP has been recruited to lead media in Japan, New Zealand, Australia, India and Southeast Asia, Vayner Media will head comms planning and buying in Canada and the US.
A Mondelez spokesperson told Campaign Live: “To lead the future of snacking, we are continuing to evolve our marketing approach to be more consumer-centric and digitally-enabled than ever before. Since our last media review in 2018, we have re-engineered our agency model across creative and production to deliver meaningful impact to the Mondelez business.
“After a careful review, we are proud to announce key media agency partners have been selected to build on this foundation and further accelerate our growth.”
Mondelez brands include the like of belVita, Chips Ahoy, Cadbury Dairy Milk, Maynards Bassetts, Sour Patch Kids, Trident and Philadelphia.
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