WPP and Publicis win (quite a lot) of Mondelez in review

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

Well it kind of has except Interpublic’s The Martin Agency continues on Oreo globally (a pretty big brand in Mondelez’s biscuit category) and Ritz in the US. VCCP (which no longer has WPP as a shareholder) stays on Cadbury (ditto Oreo) and BETC Paris is still on the roster too. Ogilvy seems to be the biggest WPP winner, saying it’s the creative lead via a “new agency model” that also includes David and INGO (whatever that may be.)

Mondelez CMO Martin Renaud (left), who joined earlier this year from Danone, says: “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.

“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.”

WPP’s Wavemaker seems to have added to its media duties. So has WPP the lion’s share of a pretty substantial $800m plus global account? Publicis CEO Arthur Sadoun, never knowingly undersold in these matters, thinks not, saying Publicis has most biscuit work, via Digitas, and has also won Trident gum.

Mondelez is to be congratulated in being reasonably open about the review, even though much of what it says is the usual data-driven litany. What clients never say, of course, is how much they’re paying. While it’s great for holding companies to hang on to business – which they nearly always present as a win – it’s a pretty safe bet that they’ve driven a hard bargain in terms of fees and scope of work. An agency may have more business but less money.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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