The partnership leverages the scale of both businesses to deliver overall competitive advantage via step-change brand-building, groundbreaking innovation and access to research, training and capabilities.
“Our recent campaigns with brands like Cadbury Creme Egg, Milka and Nilla Wafers demonstrated that Facebook can drive business growth, and this made us rethink our media approach,” said Bonin Bough, vice president of global media and consumer engagement, Mondelez International. “For the first time, we’ll be able to incorporate Facebook at the core of our media investment plans. This isn’t just about having a social media strategy. It’s about digitising our entire approach to communications.”
“As an industry, we’re shifting back to a more personal way of marketing, leveraging technology to bring a personal touch to business with the scale and efficiency of mass media,” said Carolyn Everson, VP global marketing solutions, Facebook. “Every day, people spend more of their time on mobile and on Facebook, which is built around people and the things they care about. We’re excited to team up with Mondelez International to make marketing personal again.”
Brokered in conjunction with Aegis Media, the agreement covers 52 countries, including the UK, the US, France, Brazil, India, Indonesia and the Gulf States.
Going beyond a traditional media buy, the partnership also includes a joint commitment to innovation, opportunities to opt into Facebook’s beta-testing programs, access to research and capability building through immersion days in priority markets.
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