Mondelēz International has consolidated its global creative into two holding companies, WPP and Publicis, following an eight-month review.
The American-based company is famous for some of Australia’s biggest FMCG brands including Cadbury, Philadelphia, Oreos and The Natural Confectionary Company.
Prior to its 2019 review the brand had worked with IPG, Dentsu and Havas and often favours smaller, independent local agencies in its many territories.
It’s been reported that the company spends $1.5 billion ($A2.2 billion) annually on advertising, while hte company’s media is primarily handled by WPP’s GroupM and Publicis’ Spark Foundry.
Commenting on the Publicis-WPP move, the company’s recently appointed global CMO Martin Renaud said: “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.
“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.”