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Multiple Reviews Due To Changing Agency-Brand Relationship, Mondelez Says

At Cannes this week, Mondelez’s chief media officer Bonin Bough said multiple media reviews signal a “fundamental” change in the relationship between brands and media agencies. He said: “The capabilities that are required are so dramatically changing and clients want to understand what the future will look like. This is as much a review of the agency as it is ourselves and understanding what the future is going to look like in terms of content, connected commerce and in how to become a digitized company."

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