Mondelez Demands £1.2bn Review

Mondelez International, the owner of Cadbury and Oreo, has kicked off a review of its £1.2 billion global media planning and buying account. Dentsu Aegis Network and SMG will go head-to-head for global media business.
The contest, which is the latest in a slew of global media pitches by international corporations over recent months, will be a shoot-out between Dentsu Aegis Network and Starcom Media­Vest Group.
Dentsu Aegis Network manages most of the Mon­delez business in Western and Central Europe and Asia-Pacific. SMG works with the company in the Americas, including on the $200 million US business, and in markets across Eastern Europe, the Middle East and Africa such as Russia, Turkey and Ukraine.
The process ends a seven-year relationship between PHD UK and Cadbury.
Aegis picked up the majority of Mondelez’s £200 million European media planning and buying business in 2012.
The £40 million UK account, however, was retained by PHD.
PHD has worked on Cadbury since 2008. In 2010, the agency beat SMG in a head-to-head contest for the consolidated Kraft business after its purchase of Cadbury.
Mondelez did not return a request for comment.