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

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

Myer vs. David Jones: Do cyborgs win?

As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

Tom Uhlhorn

Founder and strategy director, Tiny CX

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Commercial.

Djordje Milutinovich

​Understanding customer experience from the inside out

Read more

Latest Podcast

More podcasts

Sign in