Madison Avenue and Menlo Park continued to get closer, as news of Instagram’s one-year pact with ad agency Omnicom was followed by the announcement that Mondelez International, a manufacturer of snacks and candy, reached an advertising agreement with Facebook.
The deal between Mondelez International and Facebook was brokered in conjunction with Aegis Media, and it covers 52 countries, including the U.S., the U.K., France, Brazil, India, Indonesia, and the Gulf states.
In addition to advertising, the pact between the two companies covers “a joint commitment to innovation,” opportunities within the social network’s beta-testing programs, access to research, and capability building through immersion days in priority markets.
Facebook Vice President of Global Marketing Solutions Carolyn Everson said in a release announcing the partnership:
As an industry, we’re shifting back to a more personal way of marketing, leveraging technology to bring a personal touch to business with the scale and efficiency of mass media. Every day, people spend more of their time on mobile and on Facebook, which is built around people and the things they care about. We’re excited to team up with Mondelez International to make marketing personal again.
Facebook Director of Global Partnerships Will Platt-Higgins added:
We offer a proven platform for building brands. We’re thrilled to become a business partner with Mondelez International to help increase growth of their iconic brands.
Mondelez International VP of Global Media and Consumer Engagement Bonin Bough said:
Our recent campaigns with brands like Cadbury Creme Egg, Milka, and Nilla Wafers demonstrated that Facebook can drive business growth, and this made us rethink our media approach. For the first time, we’ll be able to incorporate Facebook at the core of our media investment plans. This isn’t just about having a social media strategy; it’s about digitizing our entire approach to communications.
And Mondelez International European Media Director Gerry D’Angelo added:
Social and mobile is now an integral part of the consumer’s journey, before and after making a purchase. Therefore, it makes business sense to partner with Facebook at a global level to leverage its capacity to engage with consumers at these critical points of the consumer journey to accelerate our growth.
Readers: Are similar large advertising deals on the horizon for Facebook?