Australia to be part of APAC Mondelez pitch pushing local ‘mediapalooza’ to $250m mark
Mondelez is the latest big global account to join the ‘mediapalooza’ affecting Australia confirming the local media buying arrangements will be part of its Asia Pacific review, Mumbrella can reveal.
The confectionery and beverage company became one of a series of global companies to call a global media review in June although at the time Australia was not thought to be part of the review.
The move now sees Mondelez’s $28.1m local media account put in play and incumbent Carat on alert in this market, with Starcom Mediavest, the other agency on the global roster, expected to challenge them.
“I can confirm we’re undergoing a global review process that will cover media planning and buying for our five regions, with APAC included, as well our Gum and Candy, Biscuit and Chocolate categories,” said a Mondelez Australia spokesman.
“After analysing several options, we decided to open the review only to our core global agencies, Aegis Media and Starcom MediaVest.”
In Australia, Starcom has Mars as a client, potentially raising an issue of conflict which may force the group to put up its 12 month old Mediavest agency for the pitch.
Mediavest holds the account in a number of markets.
All agencies contacted declined to comment.
In the Australian market, the Mondelez review brings the total number of global billings in play this year to over $245m. This figure does not include digital spend.
Globally Mondelez spends some $2bn on marketing and locally its brands include Vegemite, Cadbury, Oreos, Philadelphia and The Natural Confectionary Company.
Nielsen estimates the Mondelez main media account is worth $28.1m in the local market.
Among the other major pitches still live in the Australian market are 21st Century Fox, Johnson & Johnson, Sony, GSK and Mercedes Benz.
The US advertising press have termed the spate of global media pitches as ‘mediapalooza‘ and ‘reviewageddon‘.
Nic Christensen
