Mondelēz Teams With Twitter to Better Its Global Real-Time Marketing

Social giant embeds itself within CPG's marketing teams

Mondelēz International has inked a global partnership with Twitter to improve the consumer-packaged-goods giant's real-time marketing around the world.

Twitter will supply regional teams for Mondelez's tweets-based efforts in Brazil, India, the United Kingdom and the United States in a relationship that's designed to better exploit the social media platform's analytics. Deerfield, Ill.-based Mondelēz will leverage the teams for brands such as Oreo, Trident, Wheat Thins and Cadbury Dairy Milk.

"We truly believe that real-time engagement can drive business growth," Bonin Bough, Mondelēz vp of global media and consumer engagement, said in a statement. "The partnership with Twitter will allow us to take our capabilities to the next level in terms of analytics, instant engagement and global scale and be on the forefront of real-time innovation."

Starcom MediaVest helped broker the deal, which builds off the Twitter-Mondelēz collaboration for "Trending 10," an online video program based on tweets.

Meanwhile, the move underscores San Francisco-based Twitter's commitment to making its ads platform more attractive to CPGs. Getting big brand marketers on board is vital to the digital firm's revenue-growth aspirations as it possibly heads towards an initial public offering in the coming months.

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