Mondelez Media Innovators program aims to lift digital advertising innovation

Snacking brand giant announces latest initiative aimed at improving internal staff thinking around emerging digital media opportunities in partnership with Carat

Snacking giant, Mondelez International, has followed up its Mobile Futures Program partnering key brands with local startups, with a fresh competition offering Cadbury marketers a share $1 million in advertising budget for innovative digital ideas.

The latest program, dubbed Media Innovators, is aimed at putting the spotlight on internal entrepreneurship and innovation. The initiative sees nine teams of digital marketers from the group’s chocolate portfolio, including Picnic, Timeout, Freddo, Dairy Milk and Cadbury Baking, battling for a share of commercial advertising budget by coming up with digitally-led marketing ideas utilising new media opportunities.

The program is being run in conjunction with Mondelez’s agency partners, Carat and Saatchi and Saatchi.

The nine competitors pitched their ideas earlier this year in front of a panel of experts including staff from Mondelez, MCN, Saatchi and Saatchi and Carat. The top three winners and their projects are expected to be announced in coming weeks and will be rewarded with advertising spend.

“As well as generating some fantastic marketing ideas, Media Innovators is an investment in our own people,” said Mondelez A/NZ marketing director, Kjetil Undhjem. “Media Innovators gives marketers the opportunity to lead the purely digital projects from start to finish, giving them a rare opportunity to focus their attention on digital and hopefully to get some great results.”

Carat group innovation director, Sarah Stringer, said the Media Innovators program was a good way to encourage digital skills and campaign thinking.

“With new media habits and technologies evolving at a staggering rate, we’re encouraging all our clients to challenge themselves and our agency to test concepts and platforms to gain a greater understanding of potential opportunities,” she said.

“Mondelez has a proven track record in this space, particularly after the success of the Mobile Futures startup program, and were the natural fit to kick off the program.”

The Mobile Futures Program was launched in Australia last year and saw five key Mondelez brands – Cadbury Dairy Milk, BelVita, Philadelphia Cream Cheese, Cadbury Favourites and Marvellous Creation – partnered with local startups in the mobile space.

The startups were chosen as part of a pitch competition and included image recognition software, Snaploader; mobile app, MyShout; interactive magazine maker, Issue; geo-analytics provider, Proximiti; and Wi-Fi and location tech provider, SkiFii.

More on Mobile Futures

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Great article, Thanks for sharing with us. I would like to recommended list of top customer loyalty software for small to large scale of ...

Matts Frigian

How brands are ramping up customer loyalty program spending in 2017

Read more

“We’re in an arms race for finite attention.”What a statement that is. I am so glad that someone of Steve's caliber comes out about the m...

Peter Strohkorb

Marketo CEO: Ditch the volume game, focus on value

Read more

Hello Greetings for the day. As I am also looking to stabilize gym with Hypoxi in india place called Delhi. And I have gone through your ...

Dhruv singh

Goodlife gets business ‘in shape’ with real-time analytics

Read more

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

Latest Podcast

More podcasts

Sign in