Carat, Mondelēz strike partnership with Tencent

Carat has entered into a strategic partnership with global snacking powerhouse Mondelēz International and China’s internet service portal Tencent, to meet the fast-evolving and growing demands of the Chinese market.Shared resources will include data and research, content and innovation, as well as joint research studies to develop new activation models and methods to engage the Chinese consumers.Stephen Maher, president of Mondelēz China (pictured right), said the partnership will enhance Mondelēz International’s capabilities in key areas of growth including e-commerce, content monetisation and data-driven consumer insights.Anthony Ho, marketing and media director at Mondelēz International, added that the joint partnership was confirmation that Mondelēz is committed to a long term, strategic growth."This is an important milestone and our first JP in China and the focus is on innovation and the sharing of information and data, working together to create deeper consumer engagement.“This is transformational relationship formed with Tencent to jointly develop and lead best in class solutions in data, content, capabilities and innovation, delivering a quantum shift in Mondelēz International business," he added.