The move comes after the snacks maker hired AKQA, We Are Social, Vice and Proximity to expand the digital presence for brands such as Trident and Belvita in international markets. Mondelez has redesigned its European digital roster so that there are two groups of agencies – full-service agencies and specialists to focus on social media and branded content.
AKQA and Proximity will operate as integrated outfits for the company’s top brands such as Cadbury and Oreo, while We Are Social and Vice will work on campaigns that capitalise on the shift towards second-screen experiences.
Previously, the business has only worked with full-service partners on its European business. The switch to a more structured approach aims to not only engage fans on multiple screens, but also develop the level of insight needed to integrate its brands into major TV events. Mondelez has been experimenting with social TV over the last 12 months through Cadbury’s tie-up with Shazam and more recently Oreo’s hijacking of this year’s Super Bowl.
It reflects a paradigm shift across the FMCG sector where companies such as Nestle and Nando’s are ramping up digital efforts to make their marketing more topical and reactive.
Mondelez says it wants to produce “engaging and shareable” content that extends fan engagement beyond its own websites and channels.
The move is part of a wider global strategy to deliver more seamless integration between its digital and traditional channels. Last year, the business revamped its media planning and buying activity to focus on appealing to younger adults.