By Seb Joseph

Mondelez is quickening efforts to slash non-working advertising costs so that it can spend more on parts of the digital spectrum it knows yield strong returns.

Its ongoing charge for harder working media comes off the back of a 4.1 per cent revenue jump from its power brands for the full year despite cutting marketing costs. To achieve the growth, Mondelez upweighted spend for top products such as Cadbury and Oreo using the savings from consolidated media accounts and the removal of more non-working ads.

The business has spent much of the last two years carefully stockpiling a more effective media arsenal, Read full story ›

Source: The Drum