Mondelez International has announced it will consolidate its global creative under holding groups WPP and Publicis Groupe with Ogilvy and Channel T being named as local agency partners.
The multinational confectionery, food and beverage company has been undergoing a global creative review since March.
A Mondelez International spokesperson confirmed with AdNews that the new model would impact local agencies.
“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," the spokesperson says.
"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.
“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.”
The spokesperson would not comment on which agencies were impacted.
Locally Mondelez owns brands including Cadbury, The Natural Confectionery Company, Sour Patch Kids and Oreo.
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