The deal was brokered by Aegis Media. Other markets covered include
the U.K., France, Brazil, India, Indonesia and the Gulf States.
The agreement comes as the owner of big global brands like Oreo
and Nabisco plans to grow its North American mobile and digital
spending from about a quarter of its media budget to more than half
of all spending by 2016. Mondelez spent $198.7 million on measured
media in the U.S. in 2012, the latest full year available from
Mondelez did not disclose the dollar value or length of the
deal, but a spokesman said "there's commercial value for us in
terms of preferential rates based on our advertising
"Our recent campaigns with brands like Cadbury Creme Egg, Milka
and Nilla Wafers demonstrated that Facebook can drive business
growth, and this made us rethink our media approach," Bonin Bough,
Mondelez's VP-global media and consumer engagement, said in a
statement. "For the first time, we'll be able to incorporate
Facebook at the core of our media investment plans. This isn't just
about having a social-media strategy; it's about digitizing our
entire approach to communications."
The deal comes about a year after Mondelez International gave
Aegis more international strategic responsibilities after a
media agency review that also included consolidating U.S.
media-planning and -buying duties with Publicis Groupe 's MediaVest.
As part of the review Mondelez added a new strategic function
called "global communications planning" that focuses on
understanding the "consumer journey" and the "media touchpoints
that can connect with that consumer."