Mindshare has won the media account for Mondelez, one of the world's largest advertisers, following a competitive pitch, AdNews can reveal.
The win sees Mindshare become the media agency of record across all Mondelez brands including Cadbury, Oreo, the Natural Confectionery Company, Toblerone and Philadelphia in Australia and New Zealand. AdNews understands the remit could extend beyond AUNZ.
In the ANZ region, the account is thought to be valued at $40 million and will come as a blow to Carat, which last retained the account three years ago.
“With our global review, we took a new look at our media buying to better equip our company for the future and address key changes such as programmatic, transparency and eCommerce," Mondelez senior media manager Tom Slade said.
“We’re excited about this next phase of our digital transformation and are convinced that the partner we’ve chosen will help us in our journey.
“We’re very proud of the partnership we built with Carat and the value they have delivered to our brands and business over a number of years.”
AdNews understands incumbent Carat defended the account against Publicis and WPP's GroupM.
In 2015, Mondelez split its global media account between Dentsu’s Carat and Publicis Groupe’s Starcom MediaVest, now Spark Foundry, with the former handling the business in the Asia-Pacific region, Europe and North America and the latter responsible for Europe, the Middle East and Africa as well as Latin America.
In March this year, Mondelez picked Spark Foundry and VaynerMedia for its North American business and confirmed a global media review.
Mindshare, Carat have been approached for comment.
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