Mondelez Just Moved Global Oreo Creative to 72andSunny. The Martin Agency Lost the Account and Most of the US Biscuits Portfolio.
Omnicom's Martin Agency lost Oreo globally after a competitive pitch. 72andSunny picked up global Oreo creative, US Oreo, Ritz and most of Mondelez's remaining US biscuits portfolio. The driver was declining domestic biscuit sales and a new US marketing lead.
When the category stops growing, the agency review starts. That has been true since Procter and Gamble invented the discipline.
Mondelez has handed global creative for Oreo to 72andSunny following a competitive pitch. The win goes further than the headline. 72andSunny will also take over US creative for Oreo and Ritz and most of the rest of Mondelez's US biscuits portfolio. Omnicom's Martin Agency, which was the incumbent across the work for years, is out.
Publicis Groupe keeps Oreo local activation across international markets, plus global biscuits. The split is the same one that defines half the agency reviews this year. A holdco for execution, a hot shop for ideas.
Why the review happened
This is the second piece of a longer story. Mondelez signalled the US creative review in late 2025 after a new US marketing leader joined. The trigger was declining biscuit sales in the home market. The cookie aisle in the US has been quietly eroding for two years, share is splintering across private label and challenger brands, and the brand response of more flavours and more colab drops was not arresting the slide.
Mondelez also told Wall Street in April it would lean harder into AI-generated TV creative as part of a $40 million efficiency play. Awarding global Oreo to 72andSunny, which has rebuilt itself as the 72andSunny Creative Collective, is the visible side of that bet.
Mondelez's stated 2026 investment in AI-generated TV ads, the operational backdrop to the agency reshuffle
What to do about it
What it means for Australian marketers
The Mondelez split is the playbook every Australian CMO will face in the next 18 months. The local market does not have the budget to run the lead agency model. It will get the localisation contract while the global creative gets cooked in New York, London or LA. That is fine if your brand is global. If your brand is Australian, the implication is the opposite. You need your lead agency to be the one that knows the local market intimately, because nobody else will be doing the thinking for you.
The Martin Agency loss is the more interesting story. Long incumbencies are not protection. They are a measurement of how recently you proved your worth. Most agencies stopped doing that work when the brief stopped asking for it.