Pete Mitchell takes on global role to innovate Mondelez’s media output

Mondelez has hired a new global media innovations director to look at its marketing activity across all its brands and find new ways to use the channels.

Pete Mitchell is moving from media agency Mindshare in Chicago, where he ran the global BP digital business, to the global job based in Singapore with the confectionery, food and beverage conglomerate, his first client-side role.

The move will see the Brit evaluate media activity across all markets, including Australia, which he identified as one of the major growth markets for the company.

“Mondelēz has a focus on Asia and growth markets, particularly China, India, Southeast  Asia and Australia. Australia may have a relatively small population, but it’s very important market for us,” he told Mumbrella Asia.
Before leaving for Chicago in October 2012, Mitchell was based in Asia as regional strategic director for Neo@Ogilvy for two and a half years. He has also worked at IPG Mediabrands agencies Initiative and UM as regional digital director.