Mondelez International consolidates creative roster, with all local work moving to Ogilvy and Channel T

FMCG giant Mondelez International has revealed the outcome of its global creative review, announcing overnight it would be working with WPP and Publicis.

Mumbrella can now confirm that locally, this means the company will be working with WPP’s Ogilvy for above-the-line work and Channel T as its “local specialist agency”. Mumbrella understands this has negative consequences for three local agencies, however Mondelez International said it was not appropriate to comment on the affected agencies while they were digesting the news.

The company – which has brands including Cadbury, Belvita, Ritz and the Natural Confectionary Company – said the new consolidated agency model would help it be more consistent and creative.

“The new global agency model announced overnight is about creating a more streamlined model of engagement with our creative agencies to drive our consumer-centric agenda forward with consistency and maximum creativity,” a local Mondelez International spokesperson told Mumbrella in a statement. “The new model will allow us to leverage our scale with strategic agency relationships and enable our marketing approach to be more consumer-centric, purpose-driven and digitally enabled.”

The spokesperson added on the local implications: “Locally, this means that we will be transitioning our above-the-line work to Ogilvy, with Channel T being our local specialist agency. We are really proud of the partnerships and value we have built with our agencies over the years and thank them for their contribution.”

Earlier this year, Ogilvy Melbourne created a ‘Symbol for all’ for Mondelez International’s Cadbury brand. It was initially planned to be released on the United Nations’ World Harmony Day on 21 March, and take a stand against online racism and intolerance, however it was delayed due to the Christchurch terror attacks.

And last year, Cadbury worked with The Story Lab, in partnership with Masterchef, Carat, MCN, Ten and Endemol Shine Australia, to create a Cadbury campaign featuring since-ousted Masterchef judge Gary Mehigan.

In 2018, Cadbury also worked with VCCP London and Sydney to bring the ‘There’s a glass and a half in everyone’ brand platform to Australia.

In addition to working on the Cadbury brand, Ogilvy Melbourne has worked with The Natural Confectionary Company on making animated dinosaurs, rather than humans, the centrepiece of its advertising efforts.

One year ago, Mondelez International appointed Paul Chatfield to lead  Cadbury marketing locally.

Globally, it also undertook a media agency review, moving its account from Dentsu Aegis Network’s Carat to WPP’s Mindshare.

Mondelēz International was previously known as Kraft Foods and until 2017 also owned Vegemite.


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