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Campaign Imminent: Mondelez reviews global advertising ahead of summer TV boosts

Update: here).

The review also follows their consolidation of media buying with VaynerMedia. Thus, agencies and martechs should prospect elsewhere as the roster will appear set after the creative appointment is announced.

Kantar Media highlights, Mondelez spent $93.8m last Q1-3 predominantly on TV ($86.4m). Print, digital, radio and OOH supported. Even without Q4 2018 data, it's clear that media spend has declined consistently since 2016. Previous annual totals reached $188.7m (2016) and $159.9m (2017). 

Be sure to view digital display spend, courtesy of here. Spending typically increases during Q1 and continues through Q3 to pick up pounds from summer snacking season. Sellers should reach out immediately and expect TV and print efforts, in particular.
 

From 2/15

tapped the agency as its e-Commerce AOR. The agency will specifically focus on bolstering Mondelez's Amazon store. It will use consumer insights to deliver custom content, which aligns with Mondelez's goal to increase customer centricity and improve ROI (per execs in the Q4 earnings call).

We'll likely see spend increases as a result of this partnership, so sellers should reach out for revenue. Mondelez spends highly throughout the year. It has been increasing millennial engagement with SnackFutures Innovation hub.

Keep in mind that you'll also want to keep an eye out specifically for the Oreo brand. CEO Dirk Van de Put said Oreo is Mondelez's biggest brand in the US, so it will continue to invest in it. For example, Mondelez brought on Oreo senior director Justin Parnell (December), Oreo commercial marketing director Mindy Shaltry (January), Oreo senior brand manager Mariama Jerrell (January) and Oreo commercial marketing brand manager Chris Park (January).

Of course, don't discount increases at other brands. While not as heavily as Oreo, Mondelez plans to support those, too. It tapped Katrina Cohen as SnackFutures Innovation marketing director (January), Katie Williams as VP of marketing transformation & excellence (December) and Natalie Gadbois as Savory Cracker BU senior associate brand manager (December).

It is looking for a Good Thins/Wheat Things senior associate brand manager, a Halls associate brand manager, a savory innovation associate brand manager, an innovation brand manager, a commercial senior associate brand manager, a commercial associate brand manager, a Snacking Made Right senior brand manager and a senior manager of global digital CEO.

Most of the spend increases should go to digital and social as Mondelez continues to try and find new ways to engage millennials. Keep in mind digital is already going up in lieu of decreases to broadcast, out-of-home, print and radio. Mondelez also uses experiential, sponsorship and earned media.

Please view digital display spend, courtesy of here.

Agency & martech readers -- W+K (2012), both of which are past average AOR tenure (3 to 4 years).

Please read all of Winmo Edge's latest on the CPG giant here.