Mondelez launches global media pitch

Mondelez has launched a global media pitch. The company will be doing so in a bid to consolidate its roster. A spokesperson has confirmed the move to Marketing.Currently its incumbent global media agencies are Dentsu Aegis Media and Starcom MediaVest. According to an AdAge article, the company confirmed that its regional agencies Madison in India, and PHD in UK, will not be invited to pitch for the account. The article added that the agencies vying for the account will handle multiple campaigns across various snack categories and in five different regions.Bonin Bough, chief media and e-commerce officer at Mondelez was also quoted saying that the pitch is to simplify the agency structure and scale and built on its capabilities, “especially in the areas of e-commerce and content monetisation.”He added that having two core media buying agencies globally offers the team “significant opportunity to drive efficiencies that can re-invest to fuel growth." According to Bonin the review launched is due to improve cost efficiencies and is not related to performance of the incumbents.Earlier today, Marketing reported that Mondelez is making another major move in the shopper marketing arena. Its Shopper Futures programme will bring together entrepreneurs and retailers to work on the retail experience.(Read also: Can Mondelez think like a startup again?)