Mondelez, parent company of brands including Cadbury and Vegemite, has named SapientNitro as its lead digital strategic agency across its entire portfolio.
As part of a long running review of how it markets its suite of brands, Mondelez has also named two tactical agencies to its roster.
Online Circle and ChannelT have been added to its roster with each charged as being a tactical/support agency.
The move comes as the FMCG giant continues to focus on digital communications as well as tapping into new innovations to drive its brands and consumer engagement.
Mondelez head of marketing services, Anthony Ho, said the move was part of a bid to create deeper relationships with its agencies.
"The key thing for us was to get a dedicated account team and ways of working that could be translated across the brands for us and so we have been through over the past four momnths quite an extensive roster pitch process," Ho told AdNews.
"We have landed on Sapient as the lead agency and ultimately the rationale behind selecting Sapient really is they did an amazing job for us in in terms of just showing the connection between strategic thinking right through to creative and then also having a really good strategy around content and social."
A spokesman at SapientNitro said the win was an opportunity to combine story-telling with digital.
“It’s an amazing opportunity to work with a great company with leading brands to create immersive, connected experiences that allow consumers to make stronger brand connections in their always-on world,” The agency said.
“With digital as a central part of how people experience the world today, we are thrilled to leverage our unique ability to bring together the combined power of storytelling and systems thinking to help Mondelez connect with consumers in powerful and meaningful ways. We are very much looking forward to our partnership.”
Update: This article has been amended to reflect the fact that SapientNitro is Mondelez lead digital agency, not lead agency across all business.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com