Today in Deerfield, Illinois, Mondelez International – a globally recognized maker of chocolate, biscuits, gum and candy – announced that it has inked a worldwide strategic agreement with another pretty large company in its own right… Google.
The deal, we’re told, will exclusively focus on mobile search, mobile display and mobile websites.
This “mobile only” media deal is part of Mondelez International’s commitment to invest 10 percent of its global marketing budget in mobile activations across the entire consumer journey.
“Mobile is a means to reach consumers where they live and interact,” said Bonin Bough, Vice President of Global Media and Consumer Engagement at Mondelez International.
“The phone is the one device that consumers have with them at all times,” Bough explains. “By 2016, 67 percent of the global population will have a mobile phone and nearly half of the population will have smartphones. 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.”