Intersnack awards global media account to PHD, including Australia and New Zealand

Omnicom Media Group agency PHD has been appointed as global media agency of record for Intersnack Group, one of the world’s leading snack manufacturers, following an eight-month competitive pitch. The remit spans 26 markets across the UK, Europe and ANZ, including Australia and New Zealand, with responsibilities covering cross-screen media planning and buying, performance marketing, and shoppable media.

As Intersnack’s media AOR, PHD will handle cross screen media planning and buying, performance marketing and shoppable media for a portfolio of popular local and international snack brands that includes Griffin’s, Chio, Estrella, funny-frisch, Hula Hoops, McCoy’s, POM-BÄR, popchips, Tayto, Tyrrell’s, ültje, Vico and Whole Earth.

Publicis was the incumbent, with the pitch run by Independent Media Guides (IMEDIAG).

The decision was driven by PHD’s ability to leverage technology, including AI, to transform Intersnack’s media approach, alongside its consistency in strategy, client service and buying performance across multiple markets. Omnicom’s Omni marketing orchestration platform was seen as a key differentiator, enabling global workflow and data-driven precision at scale.

Says Allison Yorston, Marketing Director, Griffin’s Snacks NZ: “We are excited about our future partnership with the amazing team at PHD and look forward to collaborating with them to achieve even greater success, innovation, and impact across our campaigns, shaping the next chapter of growth. Meanwhile, we would like to acknowledge the long-standing and successful relationship we have had with the MBM team in New Zealand. Thank you to everyone who has worked across our business and built our amazing brands that fill the cupboards of New Zealand.”

Says Maciej Szyszkowski, International Director Media & Digital, Intersnack Group: “After a thorough evaluation process, PHD distinguished itself through its commercial, strategic, and technical strengths and has proven to be an excellent partner for the future. As of January 1, 2026, PHD will become Intersnack Group’s global media agency.”

Says Kevin McNair, Marketing Director, KP Snacks UK: “We were impressed by PHD’s understanding of our market and the challenges and opportunities we face. Their strategic approach demonstrated not only a clear grasp of the category landscape but also a forward-thinking perspective on how to tackle industry headwinds.”

Says Susanne Grundmann, CEO, PHD EMEA: “Intersnack 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. As their media agency of record, we will be leveraging the power of our Intelligence.Connected offer to deliver against each of these levels.”

Intersnack employs more than 15,000 people across operations in 31 countries, with its 30 brands enjoyed by 15 million consumers globally each day. The business reported sales of more than €4.5 billion (A$7.4b) in 2024.

For PHD, the win follows recent additions to its client roster including Spirit of Tasmania in Australia, Starbucks (Indonesia and Malaysia), and Skechers (China), as well as the successful defence of Kimberly-Clark in EMEA.