Cloetta, founded in 1862, is a leading confectionery company in the Nordic region and The Netherlands. Cloetta is manufacturing and marketing confectionery, chocolate products, nuts, pastilles, chewing gum and pick & mix concepts. In total, Cloetta products are sold in more than 50 markets worldwide.

Cloetta is a FMCG company that sells its product through retailers. This means that Cloetta does not have a lot of data that it could use to improve its marketing activities. The country teams did not have sufficient programmatic knowledge to most advantageously manage their agencies and run their marketing as effective as possible. The development and use of cross-country learnings could also be improved. Lastly, Cloetta was aware that it did not have a full view of the costs and who got what margin in their programmatic value chain.