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Like Coca-Cola, Citi, SC Johnson and Wells Fargo, Mondelez International is only considering incumbent shops in its global media review.
As such, the contest is between Publicis Groupe's MediaVest and units of Dentsu's Aegis Media, principally Carat. Worldwide, the food and beverage conglomerate spends an estimated $1.5 billion in media annually, and U.S. spending approached $180 million last year, according to Kantar Media.
In a statement confirming the review, Mondelez said that since 2012 the company has sought to "reduce complexity, ensure consistent core capabilities and improve speed to market with our media buying.
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