Mondelez International had initiated a global review in June, covering media planning and buying which covered five regions namely North America, Latin America, Europe, APAC, and EEMEA, however the review was limited to only Mondelēz International’s core global agencies, Aegis Media and Starcom MediaVest.
Carat from the Dentsu Aegis Network has bagged media duties for Asia Pacific, Europe and North America, and SMG has been appointed as the media agency for EEMEA and Latin America by Mondelez International.
Bonin Bough, Chief Media and E-Commerce Officer Mondelez International said “We’re excited about this next phase in our media transformation. Centralizing our media buying with Aegis and SMG offers us a significant opportunity to drive enterprise-level efficiencies that can be re-invested in our long-term growth. It also enables us to build our capabilities in key areas of our growth strategy, like e-commerce, content monetization and data-driven insights.”
Madison Media is the incumbent agency on the account in India the account size is pegged at Rs 500 crore.
“We are really excited about this tremendous news; this is a big one for Carat and the entire Dentsu Aegis Network. This win propels us further in our stride towards becoming the number two Network in India by 2017. Mondelez is an extremely prestigious client and the entire team of Carat and Dentsu – Aegis is fully geared up to provide highest level of service to Mondelez” said Ashish Bhasin Chairman & CEO South Asia Dentsu Aegis Network, Chairman Posterscope and psLive - Asia Pacific.