Speaking to Adweek about Mondeléz International’s growing focus on creative effectiveness, Peter Seymour, senior vice president of marketing and strategy for Europe, said it was an evolution that the team had been on in recent years.
“We have stepped up in the performance of our creative work over the past three years,” he said, while discussing the organization’s partnership with agencies across WPP and Publicis Groupe, as well as VCCP, which handles Cadbury.
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