Mondelez Expands Partnership for End-to-End Marketing

As part of Mondelez International’s journey to create a transformative end-to-end customer experience, the company has expanded its relationship with Publicis Groupe to include all production duties across Europe.

Martin Renaud, executive vice president and chief marketing officer 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.”

Publicis Groupe is currently responsible for a significant portion of media duties for Mondelez International, including Latin America, MENA, China and Southeast Asia. It also leads the creative globally for its portfolio of biscuits and gum.

With connected capabilities of creative, media and production, Publicis will build a transformative and seamless customer experience for Mondelēz International brands, including Cadbury, Oreo, Milka, LU, Trident, Philadelphia and Ritz.

The Publicis Production model for Mondelez International across Europe is expected to:

• Draw on the depth and scale of Publicis Groupe’s connected capabilities to create an end-to-end customer experience.
• Incorporate creativity at its heart to transition craftsmanship and ideas seamlessly into engaging output.
• Be supported by the infrastructure of operational excellence across Europe, a scalable offering that is nuanced to local markets.

Its remit will cover 32 markets across Europe including U.K., France, Germany and Italy, with its headquarters based in Paris. The bespoke offering will comprise content studios that produce content and digital origination and adaptation, and will be integrated within the existing Publicis Groupe Power Of One team for Mondelez International. 

This announcement comes shortly after the No. 19 consumer goods company continues navigating the pandemic through increasing investments in digital media, as well as data-driven engagement and an improved online shopping site.