DEERFIELD, IL: Mondelez International, the owner of Cadbury and Oreo, has signed a global strategic partnership with Facebook.
The food and social media giants will use the partnership to leverage their relative scale to deliver what was described as "step-change brand building, ground-breaking innovation, and access to research, training, and capabilities."
The Dentsu Aegis Network was involved in negotiating the partnership, which includes 52 countries, including the UK, US, France, Brazil, India, and Indonesia.
"Our recent campaigns with brands such as Cadbury Creme Egg, Milka, and Nilla Wafers demonstrated that Facebook can drive business growth, and this made us rethink our media approach," said Bonin Bough, VP of global media and consumer engagement at Mondelez. "For the first time, we'll be able to incorporate Facebook at the core of our media-investment plans. This isn't just about having a social media strategy; it's about digitizing our entire approach to communications."
This story originally appeared on the website of Campaign.