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.

He said: “I spent a year and half in Chicago running the global digital BP business for Mindshare. While I had a fabulous time in the US, I felt out of the loop of the media world, and off the pace with the way media was changing by not being in Asia.”

Mitchell’s brief is to evaluate Mondelēz’s media activity in all markets across all brands – which include Oreo, Trident and Toblerone – and look at ways the company can innovate in these channels.

“As a company we’re proud of how we innovate to help our brands stand out using media, and that could mean any channel, from point of sale to vending machines,” he said.

Posting people in global positions in Asia is a trend that would increase in the coming  years, Mitchell added.

Mitchell is also part of the jury for the Festival of Media Awards in Singapore this week.