The biggest shift in the review is the snack maker moving its US$200 million US media account into Carat from Publicis Groupe's MediaVest. Starcom Mediavest Group has retained Mondelez’s Eastern Europe, Middle East and Africa region and Latin America.
Bonin Bough, the chief media and e-commerce officer, said: "Centralising our media buying with Aegis and SMG offers us a significant opportunity to drive enterprise-level efficiencies that can be re-invested in our long-term growth. "It also enables us to build our capabilities in key areas of our growth strategy, like e-commerce, content monetization and data-driven insights."
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