Mondelez Consolidates Majority of Global Creative With WPP and Publicis

IPG’s The Martin Agency remains global creative lead on Oreo and U.S. lead on Ritz.

Global snack behemoth Mondelez has concluded a lengthy review by consolidating its global creative account with WPP and Publicis.

“Our consumer-centric focus, our purpose-driven brands and our digital ambitions need a powerful agency model to support them. We’re creating the basis for deeper strategic partnerships that give our local and global brand teams access to the best talent and best creative minds,” Mondelez International CMO Martin Renaud wrote in a statement. “By sharing best practices and leveraging data and insights more effectively, our partners will be in a better position to deliver winning creative and digital solutions, with speed, to our global and local business teams.”


“We’re excited about how we’re revolutionizing our marketing approach and energized about our new partnerships, just as we’re proud of the work and the partnerships we’ve built over years with our incumbent agencies,” he added.

Mondelez explained that the appointments are effective Sept. 1 but will be phased in gradually as brand cycles run their course for a smoother transition. All transitions are expected to be finalized by the end of 2020.

At the time of the review, consultancy R3 estimated that Mondelez spent from $800 million to $1 billion on global media spending annually.

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