Mondelēz International to Review Creative Agencies in the U.S.
Mondelēz International is set to evaluate its creative agencies in the U.S., as confirmed by a spokesperson for the packaged foods company. This decision follows the appointment of Travis Freeman, previously of Inspire Brands, as the new senior vice president and global head of consumer experience, taking over from Jon Halvorson. The changes were first reported by Ad Age.
With a product portfolio that includes snacks like Ritz, Oreo, Chips Ahoy, and BelVita, Mondelēz collaborates with various creative agencies in the U.S., such as The Martin Agency for Ritz and Oreo, and Publicis’ Digitas for other biscuit offerings.
The Martin Agency has been behind Ritz and Oreo’s Super Bowl campaigns for the past three years. Currently, they are working on an upcoming Ritz commercial set to air during the third quarter, promising a “refreshed creative direction” for the popular cracker brand. Following its acquisition by Omnicom, The Martin Agency has undergone changes as part of the broader ad-holding group’s strategy.
It is common for agency reviews to coincide with shifts in marketing leadership. Freeman, with a background in agencies and technology, previously served as chief media officer at Inspire Brands, overseeing brands like Buffalo Wild Wings and Dunkin’. Meanwhile, Halvorson has moved on to join Tylenol maker Kenvue as marketing chief.
Mondelēz has been heavily investing in artificial intelligence to streamline marketing content production. The company utilizes a generative AI tool named AIDA, developed in collaboration with Publicis Groupe and Accenture, to create content efficiently and cost-effectively.
Despite challenges faced by large packaged foods brands, savory snacks like Ritz have been a standout category for Mondelēz. While biscuits have faced struggles in the U.S., the company reported a 5.9% year-over-year increase in net revenues, reaching $9.74 billion in Q3, aligning with analyst expectations.