As you are likely aware by now, Mondelez consolidated the majority of its global creative account with Publicis Groupe and WPP, following an extensive review process which also included IPG.
IPG’s The Martin Agency retained global lead creative status on Oreo and U.S. lead creative on Ritz, and Mondelez also made other exceptions for continuing regional partnerships, such as VCCP retaining creative for Cadbury in the U.K. The new appointments are effective September 1, but will be implemented gradually based on brand cycles, with implementation across all brands expected by the end of 2020.
WPP’s portion of the account includes Mondelez’s chocolate, candy, powdered beverages and cheese divisions, with Ogilvy and David acting as lead agency networks.
Ogilvy global CEO John Seifert and WPP global client lead Adam Tucker announced the news today in an internal memo, characterizing the appointment as an expansion of WPP’s relationship with Mondelez, making it the client’s largest partner.
The memo recalls the beginning of the client relationship with Ogilvy India’s work for Cadbury in 1952 and shares excitement about the next phase of its relationship.
It goes on to quote Mondelez vp, global media digital and data Jon Halvorson, who ran the review, as citing the client’s belief in “Ogilvy’s ability to build powerful brands, their deep digital experience, pervasive creativity, and our desire to scale our substantial partnership” as the reason for selecting the agency network, adding that it is “the ideal partner to lead our transformation as we’ve seen Ogilvy transform into a digital-first, modern brand builder.”
Seifert and Tucker go on to explain that WPP is employing a “new model” for the client that also encompasses David and INGO, while deepening its relationship with WPP media agency Wavemaker, which was awarded portions of Mondelez’s global media account last year. They noted that the model will “flex and expand” as they continue to evolve the approach for the client.
“We could not be prouder and more excited to celebrate this tremendous win across WPP and Ogilvy teams around the world,” the memo concludes. “Please join us in congratulating WPP and the entire Ogilvy network as we embark on our next 50-plus years with Mondelēz.”
We’ve included the memo in full below, and you can also read the internal memo from Publicis Groupe CEO Arthur Sadoun:
In 1952, Ogilvy India began working with Cadbury creating truly magical work through the years that propelled Cadbury into a global power brand. As Cadbury is part of the Mondelēz portfolio of amazing brands, we’re proud of our deep roots, legacy of famous work, and partnership with Mondelēz.
Today, we’re absolutely thrilled to embark on the next phase of our journey with Mondelēz.
Following an intensive global holding company pitch to consolidate all Mondelēz creative assignments within two holding companies, Mondelēz has expanded its partnership to make WPP its largest partner, while also naming Publicis as successful in the review. Ogilvy will proudly serve as lead creative network within WPP.
The pitch brief was to architect the agency model of the future by assembling the very best talent and capabilities across WPP and Ogilvy in service of the Mondelēz portfolio of global and local brands.
We designed a solution showcasing Ogilvy’s unmatched ability to deliver brand growth, world-class creativity, modern digital ideas, and seamless global and local brand management through the Ogilvy Operating System.
Jon Halvorson, Mondelēz’s VP Global Media, Digital, and Data, who ran the pitch process said, “Mondelēz selected Ogilvy to be our flagship network because of our belief in Ogilvy’s ability to build powerful brands, their deep digital experience, pervasive creativity, and our desire to scale our substantial partnership. In Ogilvy, we see the ideal partner to lead our transformation as we’ve seen Ogilvy transform into a digital-first, modern brand builder.”
We will grow the Mondelēz global and local brands by strengthening brand foundations through famous ideas, meaningful audience connections, and relevant brand experiences.
The new agency model encompasses Ogilvy, DAVID, INGO, and deepens our partnership with Wavemaker, who won Mondelēz media assignments in 2018. The model will flex and expand as we continue to optimize and tailor the final solution with Mondelēz. Our new assignments include the global chocolate, candy and cheese categories and other opportunities currently being finalized.
The win is the result of the combined herculean efforts of the teams working on the Mondelēz business around the world and a core pitch team led from New York. It also shows that WPP’s vision to become the world’s leading creative transformation company, alongside its and Ogilvy’s own simplified offer, is resonating with clients.
We want to recognize and give very special thanks to the team who ran the primary pitch meetings and presented the new agency model solution with passion, conviction, and confidence. This team includes Della Mathew, Antonis Kocheilas, Jimmy Schougaard, Lauren Crampsie, Conor Nash, Kathy Ryan, Veronica Hernandez, Ben Levine, Giri Jadhav, Karina Ribeiro, Hannah Davis, and Ben Messiaen.
We also had relentless support throughout the 6-month process from Piyush Pandey, Chris Reitermann, Horacio Genolet, Fernando Musa, Paul O’Donnell, Kent Wertime, Philip Heimann, Bjorn Stahl, Arthur Fleischmann, Nadja Bellan-White, Paul Matheson, Carla Hendra, Ben Richards, Rob Six, Bryce Sparks, Sasha Orr, Lynn Roer, Devon Roeper, Gretchen Higgins, Nina Jasinski, Laird Stiefvater, Bobby Singh, Peter Law-Gisiko, Eric Lippincott, and many many others across WPP and Ogilvy.
A special thanks to Tim Castree, CEO of GroupM North America, who led the strong connection with Wavemaker media. Additionally, we’re deeply grateful for the full commitment, leadership and support from Mark Read and Laurent Ezekiel from WPP throughout the process.
We could not be prouder and more excited to celebrate this tremendous win across WPP and Ogilvy teams around the world.
Please join us in congratulating WPP and the entire Ogilvy network as we embark on our next 50-plus years with Mondelēz.
John Seifert
Chief Executive, WorldwideAdam Tucker
WPP Global Client Lead