The confectionary and snacks giant’s largest brand, Oreo, has begun a global creative agency review.
Oreo has worked with a number of creative agencies including Omnicom’s The Martin Agency. It has also previously worked with VML and LePub on global campaigns, including its 2024 campaign ‘Trust The Twist’.
Mondelēz’s review of Oreo coincides with a broader creative agency review across the US. In Australia, Mondelēz works with Wavemaker for media planning and buying.
Aside from The Martin Agency, Publicis Groupe also works on its other US brands.
The review comes amid a challenging time for the snacking category, with sales dropping due to the cost of living crisis.
There has also been a change in Mondelēz’s senior marketing ranks. Travis Freeman, who was previously chief media officer of Inspire Brands, has succeeded Jon Halvorson to lead consumer experience and digital commerce, according to the US trade title AdAge.
Freeman will oversee media, production, creative excellence, e-commerce and retail media, data strategy, influencer marketing and digital.
