Mondelez International is looking to move more of its media spend to digital and social, as the company announces a strategic partnership with Facebook.
Brokered in conjunction with Aegis Media, the agreement covers 52 countries, including the UK, the United States, France and Brazil. It will provide the snack company, which owns brands such as Cadbury and Oreo, opportunities to opt into Facebook's beta-testing programs, access to research, and capability building through immersion days in priority markets.
"Our recent campaigns with brands like Cadbury Creme Egg, Milka and Nilla Wafers demonstrated that Facebook can drive business growth, and this made us rethink our media approach," said Bonin Bough, vice president of global media and consumer engagement at Mondelez International.
"For the first time, we'll be able to incorporate Facebook at the core of our media investment plans. This isn't just about having a social media strategy; it's about digitizing our entire approach to communications."
Last year, Mondelez suggested that adding Facebook to a TV campaign could drive four time the purchase intent as TV alone.
"As an industry, we're shifting back to a more personal way of marketing, leveraging technology to bring a personal touch to business with the scale and efficiency of mass media," added Carolyn Everson, VP of global marketing solutions at Facebook.
"Every day, people spend more of their time on mobile and on Facebook, which is built around people and the things they care about. We're excited to team up with Mondelez International to make marketing personal again."