Mondelez hires MediaMonks and Publicis Groupe for global content production

The $1.2b-a-year food advertiser wants to create a higher volume of personalized content.

Cadbury is one of Mondelez's brands.
Cadbury is one of Mondelez's brands.

Mondelez International has awarded its global content production and management account to MediaMonks and Publicis Groupe after a competitive pitch to consolidate the business.

MediaMonks, part of Martin Sorrell's S4 Capital, will manage the confectionery and snack food group's global tech infrastructure, global websites and content production for North America, Latin America, Asia, the Middle East and Africa.

A bespoke Publicis team, called Team Pop, will work on content for European audiences, covering more than 32 markets including the U.K., France, Germany and Italy. 

It is thought that WPP, Accenture and TAG were also involved in the pitch process.

However, the companies and Mondelez did not comment on this.

A Mondelez spokesman told Campaign it has previously worked with "a wide range of agencies in more local and regional capacities," prior to the consolidation.

The owner of brands such as Cadbury, Oreo, Philadelphia, Ritz and Trident is one of the world's largest advertisers, spending $1.21 billion (£900 million) on advertising in 2019.

Mondelez has introduced a model for its content production that it said will allow "more agile content that connects the best in creativity, media and technology to rapidly design, create, and manage personalized experiences across any touchpoint throughout the customer journey."

For MediaMonks and Publicis, this means creating a "higher volume of quality content made for personalization" and deploying these assets in "a more efficient and consistent" way.

Digital content production is an increasingly important battleground for some of the big agency groups and consulting companies as clients want to produce higher volumes of fast-turnaround digital assets.

Martin Renaud, EVP and CMO at Mondelez International, said, "Following the selection of our media and creative agencies in 2018 and 2019, we are pleased to announce a new model for our global content production and management agencies.

"Our production partners will provide a simple and agile new solution that offers the best in terms of creativity, media capabilities and technology for our portfolio of global and local brands," he added. 

The agencies will begin working on the account immediately with phased transitions starting in January 2021, which should be finalized at the end of next year.

Meghan Johnson, agency eco-system leader at Mondelez International, added, "We have been nothing but impressed by the evolved capabilities agency partners are bringing to the table.

"The production model we have designed enables key strategic initiatives, while scaling rich taste appeal and delivering content fit for platform and purpose," she said. "For Mondelez International, this is a new way of leveraging data and capabilities at scale, only realized through strong partnerships across our agency ecosystem."

Last year, Mondelez consolidated its media and creative business into Publicis Groupe and WPP. 

Advertising expense was $1.21 billion in 2019 compared to $1.17 billion in 2018 and $1.25 billion in 2017, according to Mondelez's annual report.

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