Global food and beverage mammoth Mondelēz is rolling out a new content production model, consolidating such services with Publicis Groupe and S4 Capital’s MediaMonks.
Mondelēz’s new content production model is designed to be more agile by connecting creative, data and media capabilities to more quickly drive a volume of personalized content across platforms and customer touch points, according to a statement. The company consolidated global content production and management with MediaMonks and a Publicis Groupe team called Team Pop. Both agencies will work across the client’s brand portfolio, which includes Cadbury, Milka, Oreo, Philadelphia, Ritz, Sour Patch Kids, Trident and Triscuit. MediaMonks will be responsible for Mondelēz’s global tech infrastructure, global websites and content production for AMEA, Latin America and North America. Publicis Groupe’s Team Pop will be tasked with content production for the European region.
With operations based out of its Paris headquarters, Publicis Groupe will work across 32 markets in the region, including France, Germany, Italy and the U.K. In a statement, Publicis Groupe explained that its offering will utilize the holding company’s connected capabilities to create an end-to-end customer experience incorporating creativity and supported by the infrastructure of its scalable offering in Europe that offers nuance to local markets. An expansion of its existing relationship with Mondelēz, which includes media duties in the U.S., China and Southeast Asia, Latin America, the Middle East and Northern Africa and creative for biscuits and gum brands, Publicis Groupe will integrate content studios with the holding company’s existing Power of One team for Mondelēz International.
“We are delighted to not only be expanding our partnership with Mondelēz International but also to be chosen as integral partners in their transformation to provide a fully connected customer experience,” Publicis Groupe client lead Fran Pessagno said in a statement. “The model will draw on the strength of our connected capabilities across creative, media and production at Publicis Groupe.”
The appointments are effective immediately, with phased transitions beginning at the start of next year and finalized transitions anticipated by the end of 2021. The European region represents about half of the content production budget, according to a source with knowledge of the account.
“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,” Mondelēz International agency ecosystem leader Meghan Johnson said in a statement. “For Mondelēz International, this is a new way of leveraging data and capabilities at scale, only realized through strong partnerships across our agency ecosystem.”
The appointment follows a review that included incumbent WPP, as well as Accenture Interactive, according to a source with knowledge of the process. WPP was not immediately available for comment. It marks a notable win for Martin Sorrell’s S4 Capital in that his new holding company now handles a portion of an account formerly held by the industry giant that he previously led before a sudden and acrimonious split that saw him resign from his role as WPP CEO in 2018 amid an investigation by WPP’s board into Sorrell’s alleged personal misconduct. It does not impact the company’s relationship with IPG’s The Martin Agency, which serves as lead creative agency for Oreo globally and U.S. creative lead for Ritz.
The move is the latest 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 a majority of its global media account to WPP and Publicis Groupe, which retained its responsibilities in the Middle East and Latin America while adding China and Southeast Asia to its remit.