• by Mark Walsh  @markfwal, May 22, 2013

Mondelez International made a splash last year when the company behind brands like Oreo, Cadbury and Nabisco announced it planned to spend 10% of its annual marketing budget on mobile. How does it plan to spend that money? Sitting on an OMMA Mobile panel on mobile brand strategy, Ed Kaczmarek, Director of Innovation and Emerging Technology, Mondelz, said mobile video will play a big role in the company’s plans, without offering further detail. He noted Mondelez is working with its agencies MediaVest and Aegis Media to plan its mobile efforts. Mondelez has also drawn attention for its internal initiative to pair nine mobile startups with specific company to create fast mobile pilots.