Creative agency 72andSunny has won the Oreo global creative account as well as the US biscuits category for parent company Mondelēz International, following a competitive pitch.
Omnicom’s Martin Agency was the incumbent and will no longer work with Mondelēz as the snack giant looks to address declining domestic biscuit sales. The Martin Agency had previously handled Oreo’s US creative, including a Super Bowl spot in 2024.
Publicis Groupe, previously held the rest of Mondelēz’s US biscuits portfolio. It will keep its local activation responsibilities for Oreo across international markets as well as global biscuits.
WPP, which manages confectionery in the US and handles chocolate on a global level, was not part of the review and remains unaffected.
Martin chief creative officer Jerry Hoak told AdAge: “Our team has created more than advertising—they designed a brand world as iconic as any other. We’re sad to be moving on, but we hope the Oreo and Ritz brands we helped create live on,”
Earlier this year, 72andSunny Amsterdam hired Psembi Kinstan as executive creative director. Kinstan joined from Clemenger BBDO, where he was group CCO and grew the agency from under 30 to over 100 staff.
The Oreo win adds another global brand to a roster that already includes e.l.f. Cosmetics, Zurich Insurance, Indeed and TikTok.
72andSunny and Mondelēz International were contacted for comment.
