Snack food giant Mondelez has launched a review of its nearly $2 billion global media planning and buying agency roster, with an eye toward consolidation. In a statement, Mondelez Chief Media and
E-commerce Officer Bonin Bough said the goal is to “simplify our agency infrastructure” and implying the outcome would be to have “two core media buying agencies globally.”
Incumbent global media networks Dentsu Aegis Media and Publicis’ Starcom MediaVest Group will compete. The review is expected to be completed by early fall with a new roster beginning Jan. 1,
2016.
Advertising Age estimates Mondelez spent $1.76 billion on measured media globally in 2013.
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