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In a statement, Publicis Groupe explained that its offering will utilize the holding company’s connected capabilities to create an end-to-end customer experience incorporating creativity and supported by the infrastructure of its scalable offering in Europe that offers nuance to local markets. An expansion of its existing relationship with Mondelēz, which includes media duties in the U.S., China and Southeast Asia, Latin America, the Middle East and Northern Africa and creative for biscuits and gum brands, Publicis Groupe will integrate content studios with the holding company’s existing Power of One team for Mondelēz International. “We are delighted to not only be expanding our partnership with Mondelēz International but also to be chosen as integral partners in their transformation to provide a fully connected customer experience,” Publicis Groupe client lead Fran Pessagno said in a statement. “The model will draw on the strength of our connected capabilities across creative, media and production at Publicis Groupe.” The appointments are effective immediately, with phased transitions beginning at the start of next year and finalized transitions anticipated by the end of 2021. The European region represents about half of the content production budget, according to a source with knowledge of the account. “We have been nothing but impressed by the evolved capabilities agency partners are bringing to the table. The production model we have designed enables key strategic initiatives, while scaling rich taste appeal and delivering content fit for platform and purpose,” Mondelēz International agency ecosystem leader Meghan Johnson said in a statement. “For Mondelēz International, this is a new way of leveraging data and capabilities at scale, only realized through strong partnerships across our agency ecosystem.” The appointment follows a review that included Accenture Interactive and WPP, according to a source with knowledge of the process. WPP clarified that while the holding company works with the client on various aspects of creative and media, it was not incumbent on any creative from this source production duties pertaining to the review while declining to comment on whether WPP participated in the review process. It marks a notable win for Martin Sorrell’s new holding company S4 Capital, particularly considering the reported participation of WPP in the review process.