Mondelez International has formalised plans to make media investments on apps, videos and content partnerships generate money under a “fearless” media strategy it hopes will ensure that 10 per cent of all those investments break even or turn a profit by 2020.
The Oreo-maker believes this tact could be a potential revenue source as it looks to push its media budgets harder amid company-wide cost-cuts.
Mondelez has made no secret of its desire to bring media and commerce together to fuel this growth, but hired Laura Henderson as its first global head of content and media monetisation last year in Read full story ›
Source: The Drum
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