Mondelez appoints Aegis to “reset” comms strategy

Mondelez International has appointed Aegis Media to handle its £200m media and planning activity for Western Europe, excluding the UK and Ireland, with a brief to deliver “seamless integration” between digital and traditional channels.

Mondelez Brands
Aegis to ensure future campaigns for Mondelez have a “seamless integration” between digital and traditional channels.

Aegis replaces Starcom and Mindshare, who handled all media duties in the region between them. It will work with PHD, which retained the account in the UK and Ireland.

Chrystel Barranger, vice-president of snacking and marketing services at Mondelez, says: “As the media landscape continues to evolve, it is only natural that we look for new ways to connect with consumers in a meaningful and relevant way. Today marks the start of a journey with two strategic partners that share our passion for our brands and with whom we can re-set our approach to communications.”

Mondelez says the aim of the global review was to find a “fresh media approach” to the way its campaigns integrate all media channels. Factors include a heavier focus on developing markets and Europe, a stronger focus on younger adults and a “global approach to media management to help us better address global, regional and local opportunities and deliver value to our brands.”

The announcement marks the first of several appointments to come from the snacking company’s media review, which was launched earlier this year in the wake of its split from its North American grocery counterpart.

A spokeswoman for Mondelez says that the business is setting “higher benchmarks’ for advertising in future campaigns”

She adds: “Over the past couple of years, we’ve been raising the bar with our creative agencies to respond to the changing marketing and communications landscape. In order to better engage with consumers and shoppers, we want to make our media approach as creative as our creative is.”

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