Mondelez International Signs "Mobile Only" Deal With Google

Packaged food manufacturer Mondelez International has signed a strategic global media agreement with Google that will focus on connecting with customers through their mobile phones.

The "mobile only" deal announced today will focus specifically on mobile search, websites, and display, and will cover 16 countries in regions including Europe, North America, Latin America, Asia Pacific, and the Middle East. There will be a "particular focus" on BRIC and emerging markets, said the company. BRIC stands for Brazil, Russia, India, and China.

The Mondelez-Google deal is a departure from a traditional media agreement because it will include analytics, mobile capability building, and will also create Mondelez-branded mobile websites. Mondelez will also have the option to participate in Google's mobile beta programs.

"Mobile devices are transforming consumer behavior and creating countless opportunities for marketers to engage consumers," Eileen Naughton, VP of Global Sales at Google, was quoted as saying. "Mondelez International is one of the first to truly step up with a strategic global mobile deal of this reach and execution."

The agreement fits with Mondelez's plans to place 10% of its global marketing budget into expanding its mobile presence. "By 2016, 67% of the global population will have a mobile phone and nearly half of the population will have smartphones." said Bonin Bough, Mondelez's VP of Global Media and Consumer Engagement, in the press release. "Our goal is to become one of the top mobile marketers in the world, and this collaboration with Google will help us get there."


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