The three Fs and five Cs: Mondelēz’s new marketing approach

“Fast, focused and fearless”. These are the three qualities Mondelēz demands of its marketers.
Consumed by seven in 10 consumers in the countries it is present in, it is one of the largest snacking companies in the world responsible for filling our cupboards and fridges with brands including Cadbury, Oreo, Milka, Toblerone, Tuc and Philadelphia.
But with its business impacted by revolutions in digital and changing consumer needs, Mondelēz admits it has been slow to keep up