Some bold moves being made. Mondelēz consolidates its global advertising into WPP and Publicis with some specialist agencies thrown into the mix in effort to improve digital ROI. McDonald’s shifts its US creative business to independent Wieden+Kennedy as it tries to keep up with buzzworthy Burger King. Vodafone looks to Dentsu Aegis Network’s Carat as the telecoms company looks for support as it continues to build up its in-house media buying capabilities.









Digitas

