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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in