Mondelez International has inked a strategic global partnership with Facebook as it looks to spend more on digital and social.
Brokered in conjunction with Aegis Media, the agreement will cover 52 countries including the UK, the United States, France, Brazil, India, Indonesia and the Gulf States.
Mondelez will receive preferential ad rates based on its commitment to the platform as well as customised Facebook research and data as part of the deal.
The partnership is just the latest indication of where Mondelez is aiming to go in terms of its digital and social marketing.
"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," says Mondelez International vice-president of global media and consumer engagement Bonin Bough.
"For the first time, we'll be able to incorporate Facebook at the core of our media investment plans," adds Bough. "This isn't just about having a social media strategy; it's about digitising our entire approach to communications."
"As an industry, we're shifting back to a more personal way of marketing, leveraging technology to bring a personal touch to business with the scale and efficiency of mass media," says Facebook vice-president, global marketing solutions Carolyn Everson.
"Every day, people spend more of their time on mobile and on Facebook, which is built around people and the things they care about," she adds. "We're excited to team up with Mondelez International to make marketing personal again."
Take a look below at Bonin Bough speaking at the Festival of Media Latam last year. He will also be speaking at the Festival of Media Global this year, taking place in Rome from the 6-8 April.
Mondelez global innovations director Peter Mitchell will also be one of the judges at the Festival of Media Asia Pacific this year as well as one of the speakers taking place in the payment debate session.
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