Mondelez moves away from ad agencies and traditional advertising

Mondelez International, a multinational food conglomerate, has announced that it will be launching "a first-of-its-kind advertising model"; this sees one of the world's largest advertisers move away from 'traditional advertising'. The company plans to work with media partners such as BuzzFeed and Fox to produce apps, games and "sponsored content" as an alternative to having its own in-house production studio. However, so far, it is undecided what form the content will be in and where consumers will find it. The hope is that agency partners will spend less time on their own ads, but will collaborate in new ways with the media partners. 

Earlier this week, multinational food conglomerate Mondelez International announced that it would be launching "a first-of-its-kind advertising model" in collaboration with various media partners.

In short, one of the world's largest advertisers has made a decisive move away from traditional advertising.

The company plans to work with partners like BuzzFeed and Fox to produce more apps, games and "sponsored content" instead of launching its own in-house production studio.

"We continue to focus on building ROI for our power brands across the media mix," said Mondelez global head of content and media monetization Laura Henderson.