Mondelēz International has appointed Aegis Media as its media partner for Japan, Taiwan, Hongkong and Southeast Asia for media buying and planning. Under the SEA appointment, Aegis will handle markets such as Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam in SEA
Aegis Media was previously Mondelēz’s partner in China, Australia and New Zealand. The partnership will be effective first quarter of 2014 onwards.
This is as part of a global media review process that Mondelēz International started back in 2012. In a statement, Mondelez said the aim of this global review is to find a fresh approach to address the key differences in the way Mondelēz International is doing business as a new company.
Bonin Bough, VP global media and consumer engagement of Mondelēz International said in a statement that the decision to consolidate is not performance based.
The consolidation aligns the majority of Mondelēz International’s global spend with two global agencies Aegis Media and Starcom MediaVest. Starcom MediaVest was appointed as the company’s media partner for its entire EEMEA region, adding to its North America and South America duties.
“In doing so, we are increasing our capability and leverage on regional resources to drive priorities and share best practices across Asia Pacific, thus adding business value across the markets,” Bough added.
The incumbent on the account was Mindshare.
Mondelez also recently appointed Dentsu Mobius as its digital and social media agency across all its brands.