Snack food giant Mondelez International, recently spun off from Kraft Foods, has selected Aegis Media to handle the bulk of its estimated $320 million Western European media
planning and buying assignment, the client confirmed Friday. The award came after a review that was launched in August.
While Aegis Media won most of the Western Europe territory, Mondelez opted to retain Omnicom’s PHD to handle media chores in the UK and Ireland. The company stated that Aegis and PHD would “work together to provide a strategic approach to discipline, [and] creativity and innovation, which are important factors in creating a media strategy.”
The new assignments follow Kraft’s decision last year to split into two separate entities, including a North American grocery operation that retains the Kraft name and a global snack food company taking the Mondelez International moniker.
The client stated that “this selection is part of a global media review process, which Mondelez International started in September of this year. The company's goal has been to find new ways to support a global business as a new company.”
The company confirmed that Aegis has been awarded 14 markets throughout the Western European region, where Mindshare was the primary incumbent. The countries shifting to Aegis include France, Belgium, the Netherlands, Germany, Switzerland, Italy and Greece. Publicis Groupe’s Starcom was the incumbent on the Spain and the Nordic markets, which are also shifting to Aegis.
Aegis Media also handles media duties for Mondelez in other markets, including China, Australia, New Zealand and South Africa, per the client.