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New business opportunities - advertising

Mondelez

Predicted: In February, Mondelez issued a global media review in June that is expected to conclude by 1 Jan 2016.

Marketing Strategy: In May, the company said it would up its media spend for the remainder of 2015, in an attempt to bolster sales amid the movement from local to regional initiatives. Competition has increased and the company will have to step up its game in order to remain successful in its key markets. Beyond B2B changes likely to happen, Mondelez is rapidly ramping up its digital advertising as it looks to reduce overall non-working advertising costs and continues to see high ROI in the area. Expect massive expansion and growth in 2015, particularly in the UK.

General Mills

Predicted: General Mills named Grey London as its lead creative agency in February and issued media review in June.  This followed October’s appointments of WPP’s Geometry Global, Rockfish, Kantar Retail, Bravo and Barrow to handle its shopper marketing as part of an “increased focus” in this area as well as e-commerce.

Marketing Strategy: The company is actively leveraging growth across its UK, Ireland and Nordics’ cereal, snacks and meals categories with new product launches this year. In addition to this, CEO Ken Powell has stated the company is turning on TV and seeking strong media support for Liberté Greek yogurt in the U.K, now that yogurt is its largest category in Europe. Marketing initiatives moving forward are focused on an increase in consumer directed marketing and across the natural and organic channel. This includes the advert for Betty Crocker in the UK and bringing US-based digital initiatives into the European market.

Heineken

Predicted: At the end of June, Heineken hired Publicis Worldwide to handle the global campaign strategies for its flagship beer, however, the brand is still searching for a new global creative agency for Desperados, its tequila-flavoured beer. Adam & Eve/DDB, which holds Desperados’ UK account, and Havas Work Club, the global digital incumbent, are not affected.

By all accounts, Starcom MediaVest Group is still handling the brand’s media planning and buying (since 2012). Adam&eveDDB handles the Foster’s digital ad account (since January 2014). We’re keeping our eye on Heineken’s media accounts, since the brand is targeting a new consumer base and increasing marketing spend.

Marketing Strategy: The company is moving more towards digital and mobile as of this year, targeting women’s and men’s sportsfans. There may also be potential for sponsorship and mobile/digital as Heineken seeks to reach a younger audience. Last year, Heinken’s second quarter saw a 7% organic increase in sales and marketing, as the company stepped-up its marketing investments and saw positive ROI in Western Europe, resulting in broader market share gains in the region.

Aston Martin

Predicted: Back in June, Aston Martin appointed WPP to its global integrated marketing account. There is no incumbent on the account, but they have worked with WPP’s JWT in the past, which may have played a role in the final decision.

Marketing Strategy:  Following the start of its new CEO and CMO almost six months ago, the luxury auto company recently secured £200m in funding that enables production of its DBX luxury crossover, building on the range of iconic luxury sports cars. Sources say that WPP will create a bespoke multi-disciplinary team for Aston Martin, which has clearly been upping their digital and mobile spending this year, by the way.

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