Mondelez shifts $40m media account from Mindshare to Wavemaker

The $40m media account for Mondelez – one of the world’s largest advertisers – has changed hands, shifting from Mindshare to Group M stablemate Wavemaker, Mumbrella can reveal.

Mindshare won the Australian and New Zealand business in 2018, ending Carat’s relationship with a portfolio that includes Cadbury, Oreo, Pascall, and The Natural Confectionary Company. Wavemaker – which handles Mondelez’s media buying and planning globally – was precluded from partaking in the local pitch given its then-existing relationship with competitor Nestle. However, Nestle then moved its account to UM, removing the conflict.

Mumbrella understands the FMCG company wasn’t receiving a connected solution with Mindshare – given the disjointedness of its local versus global arrangements – leading to a sideways step to the WPP sister agency which controls its global account.

The new arrangement preserves some of the Mindshare team, who were invited to follow the account and join the new agency, to create a new ‘Team Mondelez’ within Wavemaker. The bespoke team of around 20 brings across the investment team and a number of account directors from Mindshare, includes multiple new hires, and layers Wavemaker leadership over the top of that structure.

Group M CEO Mark Lollback said the solution allows Mondelez to access the best talent from across the group, with responsibility ultimately resting with Wavemaker.

“Mondelez is an extraordinary client to work with. To drive deeper connection with the Mondelez International businesses globally, Group M has created a dedicated MDLZ solution that includes the best talent from across the group,” Lollback said.

“This new team will sit under Wavemaker leadership, ensuring our structure, tools and processes are aligned with other Group M managed markets across the globe.”

The new Team Mondelez is led by Nicole Hayes, who has been with Wavemaker for three and a half years as head of client leadership. Previously, she was group business director at Carat, and served in multiple roles at Mediacom over more than seven years.

The New Zealand account will remain with Mindshare.


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