Mondelez International is handing more of its billion-dollar advertising budget to Publicis Groupe. The snack conglomerate is awarding the Groupe production duties across Europe.
The bespoke offering will comprise content studios that produce content that will be integrated within the existing Publicis Groupe Power Of One team for Mondelez International.
The remit will cover 32 markets across Europe including UK, France, Germany and Italy, with its headquarters based in Paris.
The Groupe’s initial focus will develop content for brands Cadbury, OREO, Milka, LU, Trident, Philadelphia and Ritz.
Mondelez has been on its own transformation journey for a few years, consolidating its agency model. Two years ago, Publicis was awarded media responsibilities in the U.S. as well as handling Latin America, MENA, China and Southeast Asia.
In August 2019, the company split its creative portfolio between WPP and Publicis.