GroupM Australia has shifted its Mondeléz account from Mindshare to Wavemaker in order to realign with the global account.
Mindshare picked up the ANZ media account in 2018, snaring it from incumbent Carat. At the time, the account was worth $40 million.
Wavemaker, which has handled Mondeléz’s media account globally since 2018, was unable to take part in the pitch due to its relationship with Nestle at the time. However, Nestle no longer sits with Wavemaker in Australia, which removed any brand conflict.
Now, in order to align Mondeléz with the global account, GroupM has created a bespoke Mondeléz team in Australia, which will sit under its Wavemaker media agency.
Wavemaker will handle the media for Mondeléz brands including Cadbury, Oreo, Philadelphia, Captain’s Table, Ritz, The Natural Confectionary Co., Pascall and Sour Patch Kids.
GroupM Australia CEO Mark Lollback said: “Mondelez is an extraordinary client to work with. To drive deeper connection with the Mondelez International businesses globally, GroupM has created a dedicated MDLZ solution that includes the best talent from across the group.
“This new team will sit under Wavemaker leadership, ensuring our structure, tools and processes are aligned with other GroupM managed markets across the globe.”