Mondelez strikes deal to chew into Twitter's social media knowhow Mondelez, the maker of Oreo cookies and Trident chewing gum, has struck a first-of-its-kind partnership with Twitter to bolster its real-time marketing prowess in a deal that includes embedding Twitter staff in Mondelez offices across the world. As part of the agreement, Twitter will deploy dedicated teams to regularly work with Mondelez in Brazil, India, the UK and the US, helping local marketers tap Twitter's real-time analytical knowhow. The deal, which includes an ad spending commitment, also gives Mondelez access to preferential ad rates, "brand boot camps," custom research and a first look at new products. "The whole point here is being able to react to what is being talked about in culture in the moment when it is being talked about," Bonin Bough, vice-president of global media and consumer engagement at Mondelez, told the Financial Times. Twitter is constantly evolving their platform and technology. Being able to be close to that is a huge opportunity for us. Adam Bain, Twitter's president of global revenue, said: "With a rapid consumer shift toward mobile usage, companies must plan for the moment to ensure their brands remain relevant and in touch with the interests of consumers." Mr Bough is expected to announce the partnership during the FT's Future of Marketing Summit in New York on Thursday. Amid the proliferation of media across a wide array of screens, marketers face increasing difficulty breaking through the clutter to audiences. Tapping into the social media zeitgeist not only helps brands raise their profile but is also proving to generate more product sales, Mr Bonin said. Already, Mondelez has launched advertising campaigns that tap real-time social media activity. During the Super Bowl, for instance, Oreo generated buzz for posting a tweet with a picture that said "You can still dunk in the dark" when the lights went out during the game. Just this week, Trident launched a six-second television commercial based on a video for Vine, Twitter's fledgling video service. Mondelez's deal with Twitter, which follows a mobile-focused deal with Google, will help the marketer build the "muscle memory" to create real-time marketing on a continual basis, Mr Bonin said. The real-time tactics are a far cry from standard practice in the advertising world of buying television ads months in advance then spending months carefully crafting commercials. But the changes are only just beginning, Mr Bonin said, predicting that in the not-too-distant future he would buy television ads in real-time and create commercials on the fly. "We have to prepare ourselves for a bigger shift toward that," he said. The news comes as Twitter steadily builds its share in the advertising market ahead of a much anticipated initial public offering, which could come as soon as early 2014. Earlier this week, Twitter acquired mobile advertising firm MoPub for an estimated $300m to $400m, its largest acquisition to date. In April, Twitter struck an advertising deal with Publicis's Starcom Media Vest Group worth hundreds of millions of dollars over several years. The Twitter-Mondelez deal was brokered with Starcom Media Vest, which acts as Mondelez's media buying agency. Twitter is forecasted to capture $580m in advertising spending this year, double the $290m it took in 2012, according to eMarketer.