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»Mondelez

Mondelēz Refines Its Brand Safety Strategy With Prebid And A Dose Of Due Process

Mondelēz takes a better-safe-than-sorry approach to programmatic. Sex, drugs, news, violence – any content that could lead to a negative association with one of its brands goes on the block list, said Jennifer Mennes, North America media director for Mondelēz International. But the initiative wasn’t always efficient. Mondelēz was running post-bid measurement and paying for blocked... Continue reading »
by Allison Schiff // October 28th, 2019 //
»
CPGs Focus On Marketing In Tough US Retail Landscape

The world’s largest consumer product brands are struggling to grow their US businesses. While some of the challenges are macro-economic, like increased transportation costs, the biggest factor is the growth of retail private-label brands, which can’t be acquired or stamped out like startup competitors. Large CPGs are also adjusting to new direct-to-consumer and ad-heavy startup... Continue reading »
by James Hercher // February 27th, 2018 //
»
Ritz Taste-Tests Branded Voice Activation On Amazon Echo

Ritz Crackers is always looking for out-of-the-box ways to connect with its customers. So when NUE Agency, which develops the music strategy behind campaigns for Ritz’s parent company Mondelez, suggested launching a voice-activated cooking show on Amazon Echo, Ritz marketing exec Lauren Sella was all in. “As a brand, we’re about celebrating people getting together and providing inspiration to make... Continue reading »
by Alison Weissbrot // September 11th, 2017 //
»
Agencies Rethink Pricing And Service Models As CPGs Cut Spend

The past couple of years have been tough for CPGs, as consumers move toward fresher and healthier items and ecommerce disrupts the way goods are sold. The Q1 earnings season has only reinforced the trend. At Kellogg’s and Kraft-Heinz, net sales fell about 3% year over year in Q1 2017. Mondelez grew organically a meager... Continue reading »
by Alison Weissbrot // May 26th, 2017 //
»
Agencies Are Drowning Beneath The Weight Of Declining Fees, Outdated Working Models

The ailing agency-client relationship is so bad that it resembles a married couple who “hasn’t had sex since 1972.” That’s the grim assessment of Debra Giampoli, director of global strategic agency relations at Mondelez. She speaks from experience: Mondelez has sometimes seen its smaller brands neglected by larger agencies that didn’t understand their business needs.... Continue reading »
by Alison Weissbrot // May 5th, 2016 //
»
ANA Masters Show: Disrupt Yourself Or Someone Else Will Do It For You

From global leaders to energetic startups, “internal disruption” has become the driving force behind marketing resources. “The scary thing for me is to see how fast the disruptors are themselves being disrupted,” said Pepsi’s beverage group president Bradley Jakeman at the ANA’s Masters of Marketing conference. He pointed to the speed with which a company... Continue reading »
by James Hercher // October 15th, 2015 //
»
Brand Spins Off Startup: Why VaynerMedia Snapped Up Mondelez-Incubated Betabox

VaynerMedia, a social and digital marketing agency, acquired Mondelez-owned startup Betabox on Wednesday for an undisclosed sum. The platform distributes CPG product samples to ecommerce providers, who can then layer on a creative call to action through mobile landing pages. This creates a digital feedback loop for VaynerMedia to track engagement with sample-sending campaigns. “Betabox... Continue reading »
by Liz Rowley // February 26th, 2015 //
»
Mondelēz Hopes To Enhance Video Expertise With Google Deal

CPG giant Mondelēz International, which made waves in the ad industry earlier this year by owning its deal with video demand-side platform TubeMogul, has entered another agreement designed to enhance its online video investments: a partnership with Google covering markets in North America, Europe and emerging markets in Eastern Europe, Latin America, the Middle East... Continue reading »
by Ryan Joe // October 1st, 2014 //
»
If A Video Ad Plays And No One Hears It, Does It Make An Impression?

Missing in the Media Rating Council’s (MRC) definition of in-browser video viewability (50% in view, playing for two consecutive seconds) is any stipulation around audibility. This isn’t an oversight – the MRC chose not to institute an audibility requirement because the technology doesn’t exist to determine muting in all instances, said David Gunzerath, SVP and... Continue reading »
by Ryan Joe // July 7th, 2014 //
»
How Mondelēz Exec B. Bonin Bough Is Trying To Win The Data Arms Race

When B. Bonin Bough, the VP of global media and consumer engagement at Mondelēz International, took the stage Tuesday at the Cannes Lions festival, he proclaimed that he couldn’t see a reason why brands wouldn’t go completely programmatic – a sentiment he held even back in 2013. In 2014, Mondelēz set the first stages of... Continue reading »
by Ryan Joe // June 20th, 2014 //
»
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