Flying Fearless: How Mondelez's new client-agency model is driving increased creativity
Low Lai Chow and Anna Hamill
The words 'collaboration' and 'innovation' often turn out to be little more than hip buzzwords bandied about by large corporations.
But global snacks giant Mondelez is not interested in just paying lip service.
Changing times required a strategic rethink of the company's client-agency engagement model. And Mondelez, unwilling to sit on the sidelines, decided it needed to build a new plan in a very hands-on way.
The fundamental question driving Mondelez's new direction was: What would we do if...