Mondelez shifts $40m media account from Mindshare to Wavemaker

The $40m media account for Mondelez – one of the world’s largest advertisers – has changed hands, shifting from Mindshare to Group M stablemate Wavemaker, Mumbrella can reveal.

Mindshare won the Australian and New Zealand business in 2018, ending Carat’s relationship with a portfolio that includes Cadbury, Oreo, Pascall, and The Natural Confectionary Company. Wavemaker – which handles Mondelez’s media buying and planning globally – was precluded from partaking in the local pitch given its then-existing relationship with competitor Nestle. However, Nestle then moved its account to UM, removing the conflict.