Mondelez on its shift away from ‘interruptive TV ads to creating content that makes money’

The goal is for up to 10% of the company’s global media investments to break even or turn a profit by 2020, allowing Mondelez to “create fuel for growth” and put an increased investment behind its ‘power brands’.
As part of this the company has signed a collection of content partnerships across a variety of formats in film, television, digital and mobile platforms. Besides rolling out a suite of branded games that aim to be commercially viable over the next 18 month