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Mondelez Int’l’s ‘mobile only’ deal with Google to have ‘particular focus’ on BRIC & emerging mkts

Mondelez International, earlier known as Kraft Foods before a company split, has signed a global strategic agreement with focus on mobile search, mobile display and mobile websites with Google. Brokered in conjunction with Starcom MediaVest, the global mobile deal with Google covers 16 countries, from emerging markets in Eastern Europe, Latin America, the Middle East and Asia Pacific to developed markets in North America and Europe – with a particular focus on BRIC and emerging markets.

This ‘mobile only’ media deal is part of Mondelez’s commitment to invest 10 percent of its global marketing budget in mobile activations across the entire consumer journey. Going beyond a traditional media impressions deal, it includes creation of branded mobile websites, training and mobile capability building, analytics and an opportunity to opt in to Google’s mobile beta programs.

“Mobile is a means to reach consumers where they live and interact,” said Bonin Bough, Vice President, Global Media and Consumer Engagement, Mondelez International. “The phone is the one device that consumers have with them at all times. By 2016, 67 per cent of the global population will have a mobile phone and nearly half of the population will have smart phones. This is driving us to think differently about consumer engagement. Our goal is to become one of the top mobile marketers in the world, and this collaboration with Google will help us get there. It provides us with a competitive advantage, particularly in fast-growing emerging markets.”

“Mobile devices are transforming consumer behaviour and creating countless opportunities for marketers to engage consumers, whether they’re on the go, at home, or shopping in a store,” said Eileen Naughton, Vice President, Global Sales, Google. “Mondelez International is one of the first to truly step up with a strategic global mobile deal of this reach and execution. We’re thrilled to work hand in hand with Mondelez International on their global mobile efforts.”

“As we look at mobile as a pure media platform, we’re seeing engagement rates that are sometimes four times greater than traditional display,” said Beth Reilly, Head of Global Digital Strategy at Mondelez International. “We’re mapping media against the entire consumer journey and re-thinking our media investment through a mobile lens. The Google global deal is a great example of this approach but there will be others to come soon.”

As is known, Mondelez International is a global snacking powerhouse, with 2012 revenue of USD 35 billion. Present in 165 countries, Mondelez International is leading in categories such as chocolate, biscuits, gum, candy, coffee and powdered beverages, with a brand portfolio that includes Cadbury, Cadbury Dairy Milk and Milka chocolate; Jacobs coffee; LU, Nabisco and Oreo biscuits; Tang powdered beverages; Trident gum and others.