Global food and beverage mammoth Mondelēz adopts a new model for content production and consolidates these services with Publicis Groupe and MediaMonks from S4 Capital.
Mondelēz’s new model for content production is said to be more agile by combining creative, data and media functions in order to move a lot of personalized content faster across platforms and customer touchpoints. The company consolidated global content production and management with MediaMonks and a Publicis Groupe team called Team Pop. Both agencies will serve across the client’s entire brand portfolio, including Cadbury, Milka, Oreo, Philadelphia, Ritz, Sour Patch Kids, Trident, and Triscuit. MediaMonks will be responsible for Mondelēz’s global technical infrastructure, global websites and content production for AMEA, Latin America and North America. The Publicis Groupe’s Pop team is commissioned to produce content for the European region.
Based out of its headquarters in Paris, Publicis Groupe will operate in 32 markets in the region, including France, Germany, Italy and the UK. In a statement, Publicis Groupe stated that its offering will leverage the holding’s combined capabilities to create an end-to-end customer experience incorporating creativity and supported by the infrastructure of its scalable offering in Europe that nuances local markets offers. Publicis Groupe is expanding its existing relationship with Mondelēz, which includes media assignments in China and Southeast Asia, Latin America, the Middle East and North Africa, and creative for cookies and chewing gum brands. She will integrate content studios into the holding’s existing Power of One team for Mondelēz International.
“We are excited to not only expand our partnership with Mondelēz International, but also to be selected as an integral partner in their transformation to deliver a fully connected customer experience,” said Fran Pessagno, Publicis Groupe customer manager, in a statement. “The model will leverage the strength of our networked creative, media and production capabilities at Publicis Groupe.”
Appointments will take effect immediately, with gradual transitions beginning early next year and final transitions expected by late 2021. The European region accounts for about half of the budget for content production, according to a source with knowledge of the account.
“We were just impressed by the advanced skills that agency partners bring to the table. The production model we designed enables key strategic initiatives, scales flavor, and delivers content that is appropriate for the platform and purpose, ”said Meghan Johnson, ecosystem director at Mondelēz International Agency, in a statement. “For Mondelēz International, this is a new way to leverage data and functions on a large scale that can only be realized through strong partnerships across our agency ecosystem.”
The appointment comes after a review which, according to a source with knowledge of the process, included the established WPP and Accenture Interactive. WPP was not immediately available for comment. It’s a notable win for Martin Sorrell’s S4 Capital as his new holding company now manages part of an account previously held by the industry giant he previously held before suddenly stepping back from his role as WPP CEO in 2018 As part of an investigation by the WPP board of directors into Sorrell’s alleged personal misconduct. This does not affect the company’s relationship with IPG agency The Martin Agency, which acts as the leading creative agency for Oreo worldwide and the US creative agency for Ritz.
The move is the last in a series of changes to agency partnerships for Mondelēz in recent years. Last year, Mondelēz consolidated the majority of its global creative account with Publicis Groupe and WPP, following a review. A year earlier, the company sent much of its global media account to WPP and Publicis Groupe, who retained their responsibilities in the Middle East and Latin America and added China and Southeast Asia to their purview.