Aegis' Carat Wins Mondelez' North America Media Business

Carat and SMG Split Global Duties

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Mondelez International said Friday it will split its global media business between Dentsu Aegis' Carat and SMG. Carat will also be the snack maker's communiations agency for global categories.

Carat will be Mondelez' media partner in Asia Pacific, Europe and North America and SMG will handle its Eastern Europe/Middle East/Africa and Latin America businesses. Before the review, Mondelez had Carat handling Asia Pacific and Europe, while SMG was responsible for North America, Latin America and Eastern Europe/Middle East/Africa.

Carat will also be the single agency for all of the categories in a communications agency role. Before the media review, SMG was the company's global agency for biscuits, gum and candy, while Carat was responsible for its global chocolate business.

All of the appointments take effect on Jan. 1, 2016.

The announcement completes the media review the snack maker announced in early June. Mondelez said that centralizing its media operations with two core agencies should reduce costs by more than 10%. The company said it plans to reinvest those savings for long-term growth.

Carat and SMG were already working with Mondelez on its media business before the review. Mondelez's two incumbent regional agencies -- PHD for UK and Madison in India -- were not invited to participate in the review.

"Both agencies are terrific partners and we're excited about this next step in our transformation journey," Mondelez said in a statement.

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