Question · Q4 2025
Michael Lavery asked for the order of magnitude of increased advertising spend planned for 2026, inquiring if it would return to normal levels or push beyond. He also asked about strategies to grow volumes in emerging markets, specifically LATAM, given declines over the past couple of years, and the assumptions baked into the guidance for that region.
Answer
COO and CFO Luca Zaramella explained that SG&A was down in 2025 due to overhead savings and a reduction in non-working media. He stated that 2026 would see a substantial step-up in working media, more than recovering what was pulled back in 2025, with continued overhead savings. Regarding LATAM, Zaramella attributed past declines primarily to economic turmoil in Argentina and the decision to protect working capital there. He highlighted strong performance in Brazil and Mexico, indicating that Argentina was masking the region's overall positive momentum.
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