Mondelez International recently announced that it is launching a global creative agency review for all its brands. The creative agency review will include all the holding company’s brands like Oreo cookies, Ritz Crackers, Trident gum, Chips Ahoy, Cadbury chocolate and Sour Patch Kids. Right now, IPG and WPP handle a majority of their accounts all around the world. These two networks handle accounts like Oreo, Chips Ahoy and Ritz. They handle these account through agencies in their network, these agencies include FCB, Ogilvy and The Martin Agency. Other agencies Mondelez has worked with include McGarryBowen and 360i
About Mondelez’s Global Creative Agency Review
Not a lot of information has been revealed about the Mondelez global creative agency review. According to reports from people close to it consultancy R3 which is a client of Mondelez will not be involved in the review. According to reports, they may be handling the whole review process in-house. The agencies or agency who wins these accounts stands to benefit a lot seeing as the brand has a large global media spend. Consultancy R3 estimates the company’s annual global paid media to be about $800 million to $1 billion. Even though in the past it has been as high as $1.5 billion.
Mondelez Speaks on the Global Creative Agency Review
Mondelez announced the global creative agency review via a representative last week. The rep spoke about how the holding company is constantly reviewing their practices and partnerships to ensure that they are fit for the future. The rep then went further to explain that with their new growth strategy and new operating model, they will be putting digital at the centre of their marketing approach. He also stated that they are at their early stages of evaluating their structure.
The rep refused to elaborate on the official statement or give any other further information about the review. The rep also didn’t mention which agencies will be competing in the global creative agency review. Agencies handling the holding group’s various accounts currently also haven’t made any comments about the global creative agency review.