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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.
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