Mondelez consolidates UK digital account

Mondelez International, Kraft's rebranded snack business, has consolidated its UK digital roster into agencies Elvis, Syzygy, and Rehab.

Mondelez International, Kraft's rebranded snack business, has consolidated its UK digital roster into agencies Elvis, Syzygy, and Rehab.

The food giant, which owns brands such as Dairylea, Cadbury, and Oreo, began the process in March to streamline its agency roster.

Firms that had worked on Kraft's digital business included Work Club, G2 Joshua, Proximity London, CMW London, Publicis Chemistry, and Ogilvy & Mather.

CMW handled Cadbury's Crème Egg digital account, while G2 Joshua was assigned the digital roster last year.

The review is separate from Kraft's European digital review, which is ongoing.

The appointment comes after Mondelez, which rebranded from Kraft in March, began conducting a number of ad and media reviews in a move to streamline and refine its marketing.

In November, Mondelez reappointed PHD to handle its £39 million ($62.7 million) UK and Ireland media planning and buying responsibilities.

The brand has also appointed agencies on a global basis, including Aegis and Mcgarrybowen.

In the US, Kraft restructured its communications leadership after splitting into two businesses. Perry Yeatman, former SVP of corporate and government affairs at Kraft departed the company last year. Nancy Daigler was named corporate and government affairs SVP at that time.

This story originally appeared on the website of Campaign, PRWeek's sister publication at Haymarket Media.

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