Mondelez has handed its Southeast Asia business to Publicis Groupe’s Spark Foundry, Marketing understands. This includes markets such as Singapore, Malaysia, Indonesia, Philippines amongst others. Meanwhile, the group will also handle China and MENA.
The company called the pitch for its international markets in March after awarding its North America business to Spark Foundry and VaynerMedia. Marketing has reached out to both Publicis and Mondelez for a statement.
In an earlier statement released in March, a Mondelez spokesperson added that the global media review follows the ending of current assignments. This enabled the company to take a “new look” at its media buying to address key changes. This includes programmatic, transparency and e-commerce, in a bid to better equip the company in the next three years. Marketing has reached out to Mondelez for details on APAC.
In 2014, Carat was handed the media business for the snack food conglomerate, taking over duties from Mindshare. The partnership covered several regions including Hong Kong, Taiwan, India, Japan, Malaysia and the United Kingdom. It also works with Starcom MediaVest (now Spark Foundry).