• by Karlene Lukovitz  @KLmarketdaily, May 31, 2013

Mondelez International has signed a global strategic agreement with Google. 

The “mobile-only” deal includes mobile search, display and Web sites, and is part of Mondelez’s commitment to invest 10% of its global marketing budget in mobile activations.

Brokered with Starcom MediaVest, the deal covers 16 countries, from developed markets in North America and Europe to emerging markets in Eastern Europe, Latin America, the Middle East and Asia-Pacific, with a particular focus on BRIC and emerging markets. 

It also goes beyond traditional media impressions to include creation of branded mobile Web sites, training and mobile capability building, analytics and an opportunity to opt into Google's mobile beta programs, according to Mondelez.

"As we look at mobile as a pure media platform, we're seeing engagement rates that are sometimes four times greater than traditional display," said Beth Reilly, head of global digital strategy at Mondelez. "So we're mapping media against the entire consumer journey and rethinking our media investment through a mobile lens. The Google global deal is a great example of this approach -- but there will be others to come soon."

“Our goal is to become one of the top mobile marketers in the world, and this collaboration with Google will help us get there,” added Bonin Bough, Mondelez’s VP of global media and consumer engagement. “It provides us with a competitive advantage, particularly in fast-growing, emerging markets."

Google’s VP global sales, Eileen Naughton, said that the Mondelez deal is among Google’s first in terms of its global reach and execution.

Mondelez, the world's leading maker of chocolate, biscuits, gum and candy, reported 2012 revenue of $35 billion.