LONDON — Mondelēz has completed its six-month review of its consumer PR agencies, parting ways with Golin after nine years on the entire Cadbury brand to award two separate briefs to Ogilvy PR and Tin Man.

As revealed in PRovoke Media last month, a number of agencies were involved in the four-stage pitch for the seven-figure consumer account, which had been held by Golin since 2013, when it became the first single agency to run the “always on” UK consumer account across Cadbury’s products.

David Mills, Mondelēz International's head of external communications for the UK & Ireland, confirmed the appointments: “Following a review of our consumer agencies, we’re delighted to appoint Tin Man to work across our baked snacks category and Ogilvy on our confectionery brands including the nation’s favourite Cadbury.”

Tin Man will work across the bakery portfolio and will see the agency deliver strategic, insight-led creative campaigns as well as always-on press office and influencer activity for the Oreo, Belvita, Brunch and Cadbury Fingers brands, as well as a new launch for 2022. The agency’s account is expected to be worth a high six-figure sum.

Mandy Sharp, the founder of Tin Man, said: “This appointment is a significant win for Tin Man and adds to our growing FMCG portfolio which includes the likes of Unilever, Brown-Forman and Danone. We’re pleased our award-winning creativity and nimble comms approach has made us a strategic and creative partner for Mondelez throughout 2022 and beyond. We’re excited to bring our comms with heart approach to some of the world’s most loved brands.”

Ogilvy's brief is to support consumer PR campaigns, press office, influence engagement and issues and reputation support across the Cadbury portfolio. 

Matt Buchanan, Ogilvy’s global head of consumer PR and executive director for Ogilvy PR UK, said of the agency’s new confectionery account: “Cadbury is an iconic, ‘fabric of the nation’ brand, so we’re delighted to be appointed by Mondelēz.”

Over the past nine years, Golin had worked on multiple award-winning campaigns for Cadbury brands. Golin group MD Ondine Whittington said: “It’s been an absolute privilege to deliver a decade’s worth of award-winning work for some of the UK’s most loved brands. From finding the new Cadbury Milk Tray man to collaborating with Captain Tom, we’ve loved every minute of working with the team at Mondelēz.

“Naturally it will be hard to say goodbye to our friends and colleagues, but we part ways collectively proud of all we’ve achieved together. We’re not saying farewell just yet, as we continue to work well into the New Year to deliver campaigns that will end this chapter on a high."