Mondelēz International has handed part of its global content production remit to WPP and Publicis Groupe from S4 Capital. With this move, Publicis Groupe will also get a larger share of the contract, according to Adweek.
Mondelēz International, which is a global confectionery and snack maker, owns brands such as Cadbury, Ritz, Oreo, Milka and Philadelphia Sour Patch, appointed MediaMonks and Publicis Groupe to handle its global content production and management account in 2020.
MediaMonks at that point managed its global tech infrastructure, global websites and content production for Asia, Middle-East and Africa, North America, and Latin America. Publicis Groupe managed its content production for Europe.
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In a conversation with MARKETING-INTERACTIVE a Mondelēz International spokesperson said, “To lead the future of snacking, we continue to assess and change our agency partners to deliver meaningful impact to the Mondelēz International business. After a careful review, we’ve made some changes to our production model and are now in an onboarding transition. We thank our outgoing partners for the impact they have delivered to our business,” However, it didn’t reveal the names of the new agency partners.
Mondelēz also announced the launch of a new accelerator programme for startups in the snacking industry in India today.
The programme, named CoLab, will provide funding, education and mentorship to startups in the US and India. India is the first market outside the US that will be taking up the initiative. Through the programme, Mondelēz will help companies to identify and involve themselves in high-growth snacking trends while leveraging and building upon the category.
The CoLab accelerator programme was first launched in the US in 2021. Now, it will add on up to seven Indian startups. They will be taken through a 12-week programme and startups will have to provide mentoring and workshops as well as access to the Mondelēz leadership and its parter network. They will then receive a US$20,000 grant.
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