In June this year, Mondelez launched a global media pitch to consolidate its roster. However, after four months, it has now decided to split its account between Dentsu Aegis' Carat and Starcom MediaVest (SMG).
The chocolate maker's APAC business will be handled by Carat. Carat will also be Mondelez' media partner in Europe and North America. Carat will also handle all of Mondelez' communication going forward for all catagories. Meanwhile, SMG will look over territories such as EEMEA and Latin America.
The changes will take effect from 1 January 2016.
A Mondelez spokesperson confirmed the news to Marketing and added that the "decision is the result of a thorough assessment to evaluate capabilities in key areas of the company's growth strategy including e-commerce, programmatic buying and content monetisation".
She added that centralising the company's media operations with two core agencies offers Mondelez a significant opportunity to drive enterprise-level efficiency that can be re-invested in ong-term growth. The company claims the new structure will drive cost savings of more than 10%.
Bonin Bough, chief media and e-commerce officer added:
“We’re excited about this next phase in our media transformation. Centralising our media buying with Aegis and SMG offers us a significant opportunity to drive enterprise-level efficiencies that can be re-invested in our long-term growth. It also enables us to build our capabilities in key areas of our growth strategy, like e-commerce, content monetisation and data-driven insights.”
According to an earlier article, reported by Marketing the incumbent global media agencies for Mondelez are Dentsu Aegis Media and Starcom MediaVest which its regional agencies Madison in India, and PHD in UK, will not be invited to pitch for the account.
Meanwhile, Mondelez has been making major moves in the shopper marketing arena over the period of the year.