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Starcom Mediavest Mondelez

Mondelez defines roles for Aegis and Starcom MediaVest Group after global media review

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By Seb Joseph, News editor

October 9, 2015 | 3 min read

After months of review, Mondelez International has decided on how to split its global media account between its existing partners Dentsu Aegis and Starcom MediaVest Group.

The snacks maker had decided in June it wanted the two media buyers to handle its budgets although was undecided on how to divide up its five markets and multiple product categories.

Dentsu Aegis will handle media in Asia Pacific, Europe and North America, leveraging on the strong grounding agencies like Carat and Vizeum have in those markets, while Starcom MediaVest Group will lead buying across Eastern Europe, Middle East and Africa. Aegis has also become Mondelez's single communications agency for global categories.

Bonin Bough, chief media and e-commerce officer at Mondelez, said: “We’re excited about this next phase in our media transformation. Centralizing our media buying with Aegis and SMG offers us a significant opportunity to drive enterprise-level efficiencies that can be re-invested in our long-term growth. It also enables us to build our capabilities in key areas of our growth strategy, like e-commerce, content monetization and data-driven insights.”

The announcement whittles down some of the $25bn in billings that have been put up for grabs by some of the world’s biggest advertisers in 2015. Mondelez joined companies like Coca-Cola, Procter & Gamble and Sony in taking stock of how they spend on media, although the reasons for doing so were diverse. The snacks maker wants to take advantage of e-commerce, programmatic buying and content monetisation, while other advertisers focused their reviews on how they could boost transparency around how their media is bought and others realised they needed to move with the digital times.

For Mondelez, the review leaves it with a leaner agency structure after its two incumbent regional agencies – PHD for the UK and Madison in India – were not invited to take part in the review. It all feeds into Mondelez’s need for its media to not just work the margins. It wants to make smarter spending choices, not cuts, at a time when tougher cost-control measures internally mean its marketers have to respond to shifting content consumption habits in a more calculated manner.

Starcom Mediavest Mondelez

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