McGarryBowen London Picks Up New Account From Mondelez

Among the First New Assignments Doled Out in Wake of Kraft Foods' Split

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McGarryBowen's London office has picked up the global advertising account for Mondelez candy brand Toblerone after a review.

The account had previously been handled by WPP's Ogilvy. Although it won't work on the Toblerone brand anymore, the shop remains on the roster of Mondelez, a new company formed by the split of Kraft Foods into two separate units. The shops either referred calls to the client or couldn't be reached.

A spokeswoman from Mondelez told Ad Age in a statement that Ogilvy has "been a valued partner for the company for many years and will continue to be a creative resource for Mondelez International brands across the globe." Ogilvy also handles the global Tang and Cadbury accounts.

She also noted that the Toblerone account marked the very first to be awarded by Mondelez since its inception following Kraft Foods split in October. It remains to be seen if more agency changes will follow.

In August, Ad Age reported that Kraft was conducting a review for global media planning and buying for Mondelez. Publicis Groupe 's MediaVest has been handling media for all snack brands that now fall under the Mondelez moniker in North America.

Other marketing activities have also been full-steam ahead. Oreo, also now part of Mondelez, bought airtime for Super Bowl, and it's believed that the brand's current agency, DraftFCB, and Wieden & Kennedy are competing for the spot. And just days after Mondelez launched as a standalone company, it began putting out a call for ideas from tech startups as the marketer sought to boost its mobile marketing efforts.

This is the second notable win for the London office of McGarryBowen, following the outpost picking up duties for Honda. In the U.S., McGarryBowen has had a series of ups and downs this year. The Dentsu-owned agency lost the Bud Light account, but around the same time it secured a spot on the Procter & Gamble roster for the Aussie hair-care line. Its Chicago office also picked up the Blue Cross Blue Shield account, but its New York office lost a piece of its Marriott business to WPP's Grey in September.

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