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

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in