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Mondelez Ad Efficiency Drive Gathering Pace

  • The Drum, Thursday, February 12, 2015 6:38 AM

Mondelez is quickening efforts to slash non-working advertising costs so that it can spend more on parts of the digital spectrum it knows yield strong returns. Its ongoing charge for harder-working media comes off the back of a 4.1% revenue jump from its power brands for the full year despite cutting marketing costs. To achieve the growth, Mondelez upweighted spend for top products such as Cadbury and Oreo using the savings from consolidated media accounts and the removal of more non-working ads.

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