Mondelez, the US-based confectioner which owns manufacturers together with Cadbury, Oreo, Toblerone, Milka and Philadelphia, has accomplished a world media evaluation and awarded the lion’s share to Publicis Groupe, with WPP and VaynerMedia additionally taking a slice.
Publicis is now thought to deal with round 70% of the entire account, up from 30% earlier than the evaluation. The method was managed at holding firm degree and Publicis has now created a Energy of One resolution, drawing on completely different companies, to run its Mondelez enterprise.
A lot of Publicis’ new enterprise comes from Europe, the place the group added round $450 million of billings, together with the UK and Italy (received from Dentsu’s Carat), in addition to France and Germany (from WPP’s Wavemaker).
In addition to profitable Mondelez media in Europe, the French group has additionally received video, content material and multicultural within the US and Canada, the place VaynerMedia holds on to comms planning and digital shopping for.
Publicis retains its Mondelez enterprise in China, the Center East, Africa and Latin America, whereas WPP will run media in Australia, New Zealand, Southeast Asia, India, and Japan.
On the artistic facet, the final Mondelez evaluation was in 2019, when WPP (led by Ogilvy) received chocolate, sweet, powdered drinks and cheese, whereas Publicis (led by Digitas) received biscuits and gum. Manufacturing has been break up between Publicis and Media.Monks since 2020.