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Mondelēz launch Mobile Futures in Australia to harness startup talent

mondelezSnack food giant Mondelēz, which owns brands including Cadbury Dairy Milk and Philadelphia cream cheese,  has launched its mobile marketing initiative Mobile Futures which aims to ignite consumer connections by collaborating with startup entrepreneurs.

It will see Cadbury Dairy Milk, Marvellous Creations, Cadbury Favourites, Philadelphia and BelVita breakfast biscuits partnered with startups with the aim of accelerating their existing mobile innovations in 90 days.

Bonin Bough, vice president of global media and consumer at Mondelēz International, said: “Around half of Australian consumers’ online activity occurs via mobile or tablet devices, but there’s a big gap between that mobile usage and where companies are investing their ad budgets.

“Digitally savvy markets like Australia will play a lead role in our plan to invest 10 percent of our global marketing budget in clever and engaging mobile activations that span the entire consumer journey. Our goal is to become one of the top mobile marketers in the world, and Mobile Futures is one very exciting program that will help us get there.”

The startups will work one-on-one with its partnered brand to customise and accelerate their mobile platforms, with pilots to be activated within the 90 day timeframe.

Brands will kick off the program by spending one week working with their startups.

Launched in the US and Brazil last year, members locally include: Evol8tion, Pollenizer, LBMA, Hub Australia, MMA, BlueChilli, TechBeach Manly, Spacecubed, Startmate and ATP Innovations,Inspire9 and Angelcubed.

Joseph Jaffe, CEO and co-founder of Evol8tion, the innovation boutique managing the Mobile Futures programs in the US, Brazil, and now Australia, said: “Any brand that professes to be truly consumer-centric simply has to emulate the level of technology adoption in the market. Mondelēz International has put its money where its – or rather its consumers – mouths are, and these days, this is squarely in mobile.”

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