Mondelez International has entered into a global strategic partnership with Facebook, as the company continues to shift more media spending to digital, especially social and mobile, across the entire consumer journey. The partnership leverages the scale of both businesses to deliver overall competitive advantage via step-change brand-building, ground-breaking innovation and access to research, training and capabilities, according to Mondelez.
“Our recent campaigns with brands like Cadbury Creme Egg, Milka and Nilla Wafers demonstrated that Facebook can drive business growth, and this made us rethink our media approach,” said Bonin Bough, VP of global media and consumer engagement at Mondelez International. “For the first time, we’ll be able to incorporate Facebook at the core of our media investment plans. This isn’t just about having a social media strategy; it’s about digitizing our entire approach to communications.”
Added Crolyn Everson, VP of global marketing solutions at Facebook, “As an industry, we’re shifting back to a more personal way of marketing, leveraging technology to bring a personal touch to business with the scale and efficiency of mass media. Every day, people spend more of their time on mobile and on Facebook, which is built around people and the things they care about. We’re excited to team up with Mondelez International to make marketing personal again.”
Brokered in conjunction with Aegis Media, the agreement covers 52 countries, including the U.K., U.S., France, Brazil, India, Indonesia and the Gulf States. Going beyond a traditional media buy, the partnership also includes a joint commitment to innovation, opportunities to opt into Facebook’s beta-testing programs, access to research and capability building through immersion days in priority markets, Mondelez says.
“Social and mobile is now an integral part of the consumer’s journey—before and after making a purchase,” said Gerry D’Angelo, European media director for Mondelez International. “Therefore, it makes business sense to partner with Facebook at a global level to leverage their capacity to engage with consumers at these critical points of the consumer journey to accelerate our growth.”
Will Platt-Higgins, director of global partnerships at Facebook, said, “We offer a proven platform for building brands. We’re thrilled to become a business partner with Mondelez International to help increase growth of their iconic brands.”
The partnership with Facebook follows Mondelez’s announcement last year that it was joining forces with Twitter to deliver real-time marketing solutions.