Credit: Ian Stauffer via Unsplash
European snack manufacturer Intersnack Group has appointed Omnicom Media Group its Australian media agency, following a global review, AdNews can reveal.
As of January 1, 2026, Omnicom Media Group will handle the company's Australian business, while PHD, also part of Omnicom, was appointed in September as its global agency of record for all other markets.
The remit covers cross-screen media planning and buying, performance marketing and shoppable media.
Publicis was the incumbent and the pitch process, run by Independent Media Guides (IMEDIAG), took eight months to conclude.
Maciej Szyszkowski, international director media and digital at Intersnack Group, said PHD stood out during the pitch process.
“PHD distinguished itself through its commercial, strategic, and technical strengths and has proven to be an excellent partner for the future,” he said.
Kevin McNair, marketing director at KP Snacks UK, said the agency had shown a strong understanding of the challenges facing the business, alongside a “forward-thinking perspective on how to tackle industry headwinds”.
PHD EMEA led the pitch globally. Locally, Omnicom Media Group will manage the Australian remit, working alongside PHD on global strategy.
The global appointment adds to a strong run for PHD, which has recently added Skechers in China, Starbucks in Indonesia and Malaysia, Spirit of Tasmania in Australia, and extended its Burger King remit to Canada.
It also successfully defended Kimberly-Clark in EMEA.
“Intersnack Group presented us with a very clearly defined challenge of accelerating media transformation on three levels: media as an investment that drives business outcomes in a measurable way; building Mental Availability for Intersnack brands and implanting data-driven and precision-at-scale principles at all stages of the process,” said CEO of PHD EMEA, Susanne Grundmann.
Intersnack operates more than 30 snack brands including Kettle, Tyrrell’s, Chio and McCoy’s, with over 15,000 staff across 31 countries.
Its products are consumed by around 15 million people each day, generating more than AUD$7.3b in annual sales.
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