Accounts in Review: As With Other Media Searches, Mondelez Is Only Considering Insiders

Consolidation is not the goal of Mondelez International's global media review, but rather efficiencies.

So, in the end, contenders and current roster players Carat and MediaVest will remain, according to a Mondelez representative. What may change, though, is who handles what regions and, of course, how much they're paid.

Also, as Mondelez's other two media shops, PHD and Madison, are not participating in the review, their assignments are up for grabs, too. PHD handles planning and buying in the U.K., Ireland and Mission, India. All told, Mondelez spends about $1.5 billion in media globally each year.

As a roster-shop-only affair, Mondelez joins a number of marketers that haven't considered outsiders in their media searches this year, including Citi, Coca-Cola, SC Johnson and Wells Fargo. Collectively, the five searches represent $3.5 billion in annual media spending—merely a drop in the pond of the more than $18 billion in play right now.

1

Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December

2

Mondelez: Global Media

Media spend: $1.5 billion
Incumbents: MediaVest, Carat, PHD, Madison
Contenders: MediaVest, Carat
Completion: October

3

21st Century Fox: Global Media

Media spend: $1 billion
Incumbents: Zenith Media, Vizeum
Contenders: Incumbents, others to be determined
Consultant: MediaLink
Completion: November

4

Sony: Global Media

Media spend: $900 million
Incumbents: UM, Carat, MediaCom
Contenders: Incumbents, others to be determined
Completion: August

5

General Mills: Media

Media spend: $830 million
Incumbent: Zenith Media
Contenders: Incumbent, others to be determined
Consultant: Joanne Davis Consulting
Completion: October

6

L’Oréal: Media

Media spend: $780 million
Incumbents: UM (traditional), DigitasLBi (digital)
Contenders: Incumbents, undisclosed others
Completion: December

7

Coty: Global Media

Media spend: $600 million
Incumbents: OMD, Havas Media, Zenith Media
Contenders: Havas, Zenith, possibly others
Completion: June

8

Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide, Havas Media; Kmart: FCB, Havas Media
Contenders: Teams from Interpublic, Publicis Groupe and Havas led by FCB, DigitasLBi and Havas Worldwide, respectively
Completion: August

9

Citi: Global Media

Media spend: $450 million
Incumbents: MEC, Starcom, Razorfish
Contenders: Incumbents
Consultant: Roth Observatory International
Completion: July

10

Coca-Cola: Media

Media spend: $400 million
Incumbent: MediaVest
Contenders: Incumbent, UM, MediaCom, Ogilvy & Mather (connections planning only)
Completion: July

11

Visa: Global Media

Media spend: $250 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: June

12

CVS: Media

Media spend: $85 million
Incumbent: Mindshare
Contenders: Incumbent, others to be determined
Consultant: Pile + Co.
Completion: July

13

Royal Caribbean: Media

Media spend: $80 million
Incumbent: Mindshare
Contenders: Incumbent, Mediahub, Media Storm
Completion: June

14

Humana: Creative

Media spend: $80 million
Incumbent: Rapp
Contenders: Incumbent, undisclosed others
Consultant: Select Resources International
Completion: June

15

New York Life: Creative

Media spend: $75 million
Incumbent: Havas Worldwide
Contenders: Incumbent, others to be determined
Consultant: Roth Observatory International
Completion: June