According to reports, Publicis will handle an estimated 70% of total global media spending for the food and beverage giant.
Publicis Groupe has been awarded the lion’s share of Mondelez’s global media business following a review that started back in December according to reports. With VaynerMedia and WPP retaining some of the Mondelez business, Publicis will lead media for the company in China, Latin America, Europe, the Middle East, the North Africa Peninsula, and South Africa.
Publicis Groupe is additionally tasked with leading Mondelez’s traditional video, content, and multicultural marketing in the U.S. and Canada.
Publicis won 70% of the global business, up from 30%, according to a source who spoke to AdWeek, which added that Dentsu Media’s Carat did not retain the business in any markets and did not participate in the U.S. review.
VaynerMedia retained its management of Mondelez’s communications planning and digital buying across the U.S. and Canada. The lead agency in those markets. WPP will lead the business across Southeast Asia, Australia, New Zealand, India, and Japan.
Wavemaker retained Australia, New Zealand, India and Japan and additionally won Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam with over $225m of Mondelez business across these markets, the agency told Branding in Asia, adding:
“We’re proud to continue our relationship in APAC across Australia, New Zealand, India & Japan and excited to extend to Indonesia, Malaysia, Philippines, Singapore, Thailand & Vietnam,” Wavemaker APAC said.
The new Mondelez lineup will be effective Sept. 1, though transitioning agency responsibilities will be phased in and are expected to be finalized by the end of this year.
The food and beverage giant is one of the largest advertisers in the world, spending $1.6bn in 2021.
The Mondelez win is the latest for Publicis Groupe in recent months, which includes about $600 million in new PepsiCo business in India and Asia. Earlier this year it won the bulk of the consolidated A-B InBev global media business, as well as Norwegian Cruise Lines (via Digitas.
This story has been updated to reflect Wavemaker’s retention and additions of business with Mondelez.