Ex-Mondelez media innovations boss Pete Mitchell reveals new role

Kudos was formed by former MediaCom exec Lee Boden in January 2013 and focuses on video, copy and graphics for brands including SAP, Google and tourism body VisitBritian. The agency also works with Sunquick and Suntop drinks brands in Saudi Arabia.

Mitchell, who left his role at Mondelez International last November, said: “Kudos has grown well over the last three years and now it is time for the next step. I have known Lee for many years and now I have invested to become a full partner.”

He said he firmly believed “content agencies are the future” as online and offline silos become shattered.

“Content needs to be around exciting, real-life experiences,” he added.

Kudos currently employees six people in Singapore and Mitchell said it would be adopting a different growth strategy to the traditional model.

“We are not looking to build an agency with lots of people. We will have very senior leadership and then flexible senior talent and resources that we can call on for particular campaigns," he added.

“We think this is more suited to how people want to work now. The title of freelance does not do them justice because they are more than that, they just don’t want to be tied down to big agencies," he said.

Mitchell added that Kudos would strive to get clients far closer to the content production process to enable faster and more effective turn-arounds.

Mitchell moved to Singapore for the Mondelez role in January 2014 from Chicago, where he was managing director for Mindshare's BP global digital account. During his time with the snack-food giant, Mitchell played a role in propelling Mobile Futures, an initiative that pairs mobile startups with Mondelez' portfolio of brands. 

Mondelez International announced a reorganisation of its senior management last October. Former chief growth officer Mark Clouse was promoted to the post of chief commercial officer. He was succeeded as chief growth officer by Tim Cofer, who was previously head of the company's APAC and EEMEA business. Cofer relocated from Singapore to New York for the role.