STOCKHOLM--Mondelez, the snacks business spun off from Kraft last year, has concluded a comprehensive review of its Nordic PR firm roster.

The company has selected six agencies as it steps up PR activities for its various categories under a broad brand positioning that aims to promote 'snacking'.

Mondelez International Nordic communications director Kristian Hvilen told the Holmes Report that the six firms will be called upon to support marketing campaigns for the company's various brands, which include Oreo, Milka, Toblerone, Cadbury, Philadelphia, as well as local favorites Marabou and Gevalia.

"We are pretty much the market leader in all the categories we play in," said Hvilen. "Our overall strategy is about snacking, but each brand is unique in its way. Some are global power brands and some are hardcore local legacy brands. Now we are pulling all of this together under the snacking umbrella, thinking of occasions."

Sweden and Norway each see two firms appointed; Cohn & Wolfe and GolinHarris in Sweden, and Hill + Knowlton Strategies and Slager in Norway. PrimeTime has been hired in Denmark, while Mondelez Finland has selected Deski.

In addition, H+K is charged with leading support for pan-Nordic projects.

Previously, said Hvilen, Mondelez worked with agencies on a "very adhoc" basis.

"When we moved to being Mondelez International, that’s given us a chance to go through a lot of our relationships in a lot of areas," he explained, noting that the "rigourous" review had helped clarify the company's PR objectives. 

"We now really know why we are working with the agencies we are working with," said Hvilen. "It also gives agencies security that they are the ones we are working with. They won’t necessarily work on every brand and every project but it gives them structure, focus and security."

Hvilen also paid tribute to the "professionalism" of Sweden's PR market, noting that "we could have worked with any of the agencies that pitched."