Mondelez to review Philadelphia pan-European account
Mondelez International is reviewing its pan-European account little more than a year after it rekindled its relationship with JWT following a brief flirtation with BBH, The Drum understands.
Mondelez has put its Philadelphia creative account up for review.
The creative shop has been informed of the review and a source revealed it would repitch.
JWT declined to comment on the matter, though it faces a tricky challenge contesting an account that could be poised for its third agency in a little over a year.
A statement from Mondelez read: “As common with all businesses we regularly talk with different creative agencies as well as those we currently work with. We are too early in the process to share any further information on the creative work for our Philadelphia brand.”
Mondelez’s apparent indecision on the direction of one of its top brands is emblematic of its ongoing efforts to sell it. Talks with potential buyers have reportedly been happening since last year, though a concrete offer has failed to materialise.
Kraft, which owns the American rights to Philadelphia, has the option to buy back the European rights. Offloading its cheese and grocery division would free Mondelez to tackle head-on the snacks and confectionery marketing as it looks for firmer footing in a market where growth has come in fits and spurts since it was spun off from Kraft in 2012
Despite the upheaval, JWT steered the revival of the familiar Philadelphia angels into the modern age. First launched in 1994, the angels were brought back over 20 years later, recalibrating the angels mix of light and witty banter for current tastes, all the while pushing the message that Philadelphia was like a taste of heaven.
JWT took the creative reins for the brand from BBH last year, renewing a 50-year partnership with the brand.