Mondelez Expands MediaVest’s Duties

Aegis also gets a new global assignment

MediaVest will start handling U.S. media planning and digital buying for Mondelez International's gum and candy brands in April, the packaged foods giant confirmed on Friday. Those responsibilities, previously at Horizon Media, include work on brands like Trident and Stride. 

MediaVest already handled TV and print buying for Mondelez's gum and candy brands, as well as planning and buying for snack brands like Ritz, Oreos and Wheat Thins.

The consolidation follows a U.S. review that was part of Mondelez's decision to review its global planning and buying region by region, after it split off from from sibling Kraft last year. In November, Mondelez also completed a review of its media buying business in Europe, awarding most of the business to Aegis.

Mondelez International doesn't have any more regional media reviews immediately in the pipeline, the company said Friday. However, Mondelez did name MediaVest its "global communications agency" for its biscuits, gum and candy categories. That assignment represents communications planning, a strategic responsibility distinct from media buying and planning, and aimed at coordinating best practices and gathering insights on specific categories across markets and agencies, Mondelez said. The company also named Aegis its global communications agency for its chocolate and coffee brands.

MediaVest currently works on local media buying and planning across all Mondelez brands in Latin America, Russia, Poland, Ukraine, the Middle East and Africa. Aegis works across Mondelez brands in China, Australia, New Zealand and South Africa. 

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.