Dentsu Aegis-owned Carat has made its first big stride forward in the current round of global media reviews, essentially swapping roles with Publicis’ Starcom on the Mondelez business worth about $2bn a year.
Carat will now handle Mondelez in North America, Europe and Asia Pacific while SMG gets Eastern Europe, Africa, Middle East and Latin America, a reversal of previous responsibilities.
Mondelez is aiming to save about ten per cent on its media budget through the swap, which means Carat’s feet must have been held to the fire. But Carat’s good at that – managing to turn a profit against seemingly insurmountable odds.
“Both agencies are terrific partners and we’re excited about this next step in our transformation journey,” Mondelez says (as you do).
Who’s doing well so far in the global media shoot-out? Publicis Groupe agencies are keeping their end up, Dentsu Aegis will surely be a net gainer.