This article was originally published on The Drum.

Mondelez has consolidated its global advertising into WPP and Publicis as it looks to “streamline” its marketing operations with the aim of improving digital ROI.

Mondelez will now work with the two major holding companies for its global and local creative work, along with a limited number of local “guest” specialist agencies. These include VCCP in the UK, which will continue to head up Cadbury, TMA in the US, which will lead on Oreo, and BETC, which will oversee local biscuits in Western Europe.

Digitas will lead for Publicis, which has claimed the gum and biscuit categories, while Ogilvy and its sister agency David will lead for WPP. The British holding company has won the CPG’s chocolate, candy, powdered beverages and cheese accounts.

Prior to the review the brand had worked with IPG, Dentsu and Havas, as well as a number of supporting smaller agencies.

The snacks giant, which spends more than $1.5bn on advertising a year, said WPP and Publicis will work against a new creative agency model that will deliver “deeper, more streamlined relationships” to bring “consistency and maximum creativity, while operating at speed”.