Matthew Miller
Aug 7, 2018

Publicis, GroupM tipped to split Mondelez APAC markets

The company called the pitch in March.

Workers in a Mondelez facility in India (Source: AFP)
Workers in a Mondelez facility in India (Source: AFP)

Publicis Groupe's Spark Foundry has won the Mondelez media account in MENA, China and Southeast Asia, while GroupM has secured the business in India, Australia, New Zealand and Japan, Campaign Asia-Pacific has learned.

The company called the pitch for its international markets in March after awarding its North America business to Spark Foundry and VaynerMedia.

Mindshare will handle the account for GroupM in Australia and New Zealand, according to sources. Media in India have reported that Wavemaker will handle the traditional media business there. It is not known which agency will manage the work in Japan.

Campaign Asia-Pacific has approached Publicis, GroupM and Mondelez for official comment.

Update, 8 August:

Mondelez responded to our queries, confirming that AMEA will be split between Spark Foundry and "Wavemaker/Mindshare". Europe will be split between Wavemaker and Dentsu Aegis Network's Carat, while Latin American stays with Spark Foundry.

A spokesperson said:

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. We’re excited about this next phase of our digital transformation and are convinced that the partners we’ve chosen (Spark Foundry, Wavemaker, Carat and Vayner) will help us in our journey. We’re very proud of the partnership we built over the years with our incumbent agencies and the value they have delivered.

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