Kraft Spinoff Mondelez Reviews Media

Region-by-region process begins in Europe

Perhaps it was inevitable. With the spinoff of Kraft Foods’ snack brands into a separate company called Mondelez International, the new company has begun a global review of its media planning and buying business.

The review will be tackled regionally, beginning with a pitch for Europe. Given the scope and complexity, the process will take several months and stretch into next year.

The brands in play include Oreo, Ritz, Wheat Thins, Chips Ahoy, Cadbury, Milka, Dentyne and Halls. Collectively, the company's snack brands spend an estimated $1.8 billion in media globally each year.

Media responsibilities are currently split among several agencies, with different shops handling the business in different regions. That said, MediaVest has much on the line, given that the Publicis Groupe shop handles U.S. media planning and buying. Other roster shops include PHD and Mindshare.

Steering the review is Bonin Bough, vp of global media and consumer engagement, who'll work closely with regional marketing and media directors, a Kraft representative said. In Europe, for example, Chrystel Barranger is vp of snacking and marketing services and she'll play a role in that pitch.

The spinoff of the snacks business takes effect Oct. 1.

"The global snacks company needs a fresh media approach that addresses the key differences in the way we will do business," the rep added. "We want to make our media approach as creative as our creative is. So, we are setting benchmarks higher for us and our agencies and are looking for partners with groundbreaking thinking across the globe."