Saatchi & Saatchi South Africa Appointed on Trident and Halls

Agency to become regional hub for two of Mondelez International's #1 global brands.

Johannesburg - Saatchi & Saatchi South Africa has been appointed the regional agency hub for Mondelēz International’s Trident gum, the world’s number one gum brand, and Halls, the world’s leading candy brand, for both Eastern Europe and Middle East & Africa, covering a total of fourteen countries.

Saatchi & Saatchi South Africa will be responsible for strategic and creative development of the Trident brand for eight key markets in the Middle East & Africa.

As the appointed regional coordination hub for Halls, Saatchi & Saatchi South Africa will be responsible for the roll out of the global Halls positioning and deployment of the brand across Eastern Europe, Turkey, Morocco, Egypt, Nigeria and South Africa.

Mondelēz International, Inc. is one of the world’s largest snacks companies, with global net revenues of $35 billion in 2012 and leading market shares in every category and every region of the world in which it competes. With representation in 165 countries, Mondelēz International holds the No. 1 position globally in biscuits, chocolate, candy and powdered beverages and the No. 2 position in gum and coffee.

Commenting on the appointment, Jonathan Webster, Vice President, of Mondelēz’s Gum and Candy business, says that Mondelēz International were looking to partner with a communications agency with a great track record of building global brands across Africa.

“It is not often that you find an agency that is both highly creative and collaborative across a global network. This approach is key to building Global brands with local relevance,” he says. “Halls is the leading global candy brand and Trident is the world’s biggest chewing gum brand and both have a great footprint in developing markets which means that selecting the right advertising partner is key.”

According to Gail Curtis, Saatchi & Saatchi Group CEO, South Africa, being appointed as the Regional hub on both Trident and Halls allows the South African office to develop great ideas and work that travels successfully across the continent.

“Being the fastest growing network in Africa means that we can offer market expertise from Cape to Cairo, delivering excellence on some of the world’s biggest brands,” she adds.


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