Cannes: Mondelez renews Facebook partnership; pushes video, ecommerce

The deal, brokered by Dentsu Aegis Media, covers 52 countries including Brazil, France, India, Indonesia, the UK, the US and the Gulf States. It will bolster the company’s creative video content and explore new models for ecommerce.

“We’re on a digital adoption journey,” Gerry D'Angelo, European Media Director, Mondelez International told Campaign Asia-Pacific. “We can’t get there on our own so we’re partnering with big advertising technology companies. We need them to provide some impetus.”

Global brands such as Cadbury, Oreo, Trident and Milka are likely to benefit the most. However, any brand that spends on Facebook will see a difference, he added.

D’Angelo said the first deal in 2014 was about extrapolating value. “We realised that we can’t just take a TV commercial and use it online. We need to develop content natively for the platform.”

More tangibly, the partnership resulted in a significant increase in awareness, recall, purchase intent and sales uplift.

The food company has outlined plans to grow its digital spend and moving ad dollars to where consumers are. Its digital spend has grown from low teens to 25 per cent in three years. “By partnering with these companies it is natural the flow of dollars will move in this direction.”