Carat retains $28.1m Mondelez account

Mondelez-234x131Media agency Carat has retained one of its biggest clients with Mondelez confirming it was staying with the Dentsu Aegis agency over the weekend.

Mumbrella revealed in July that Mondelez’s Australian media account, which includes major FMCG brands such as Cadbury, Vegemite, The Natural Confectionary Company, had been drawn into the wider APAC pitch.

Mondelez Australia today confirmed the local decision, after a shootlout locally between Carat and Starcom Mediavest, with Simon Ryan telling Mumbrella: “We are very pleased to be continuing our longstanding relationship with Mondelez who are a great client to work with.”

Over the weekend Bonin Bough, Mondelez’s chief media and e-commerce officer confirmed that Mondelez had resolve its global media pitch with Carat taking the account in US, UK and APAC while Starcom Mediavest would retain Eastern Europe, Middle East and Africa region and Latin America.

“We’re excited about this next phase in our media transformation,” said Bough. “Centralising our media buying with Aegis and SMG offers us a significant opportunity to drive enterprise-level efficiencies that can be re-invested in our long-term growth. It also enables us to build our capabilities in key areas of our growth strategy, like e-commerce, content monetisation and data-driven insights.”

The resolution of the pitch brings the total value of unresolved global media pitches – dubbed “mediapalooza” down to around $120m locally.


At its height the spate of global pitches hitting Australian shores had more than $250m in the air.

Nic Christensen 


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