Dive Brief:
- Mondelez International is testing a new approach to marketing and advertising, in which the company works with a number of agencies and focuses on short-term results.
- The approach, dubbed "Project Sprout," is sort of the antitheisis to the traditional, long-term, brand-recognition "agency of record" approach that has dominated Madison Avenue for decades.
- The maker of Oreos, Trident, and other brands sees Project Sprout as a way to rethink marketing by focusing on quick sales increases. Among the unusual approaches: no copy testing or product-positioning testing.
Dive Insight:
Mondelez has rapidly become a pioneer in the advertising and marketing space. From its legendary Super Bowl tweet for Oreos and its decision to embed Twitter staffers with its marketing team, to the snack maker's plan to offer real-time news video capabilities to its marketing team, Mondelez is rewriting the Madison Avenue playbook.