Australia – Snack manufacturer Intersnack Group has appointed PHD as its global media agency of record following an eight-month competitive pitch. The review began in January 2025 and was overseen by independent consultant IMEDIAG. Publicis previously handled the account.
Under the new arrangement, PHD will manage cross-screen media planning and buying, performance marketing, and shoppable media for Intersnack’s portfolio of local and international snack brands.
These include Chio, Estrella, funny-frisch, Griffin’s, Hula Hoops, McCoy’s, POM-BÄR, popchips, Tayto, Tyrrell’s, ültje, Vico and Whole Earth. The assignment spans 26 markets across the UK, Europe and the Australia–New Zealand region.
Intersnack cited PHD’s use of new technology, including AI, its consistent strategic capabilities across markets, and its ability to leverage media investment to build “Mental Availability” for the company’s brands as key factors in the decision. PHD’s Omni marketing orchestration platform and its approach to measurable media effectiveness and ROI were also highlighted.
“Over the past months, Intersnack Group has conducted an international media pitch. We would like to sincerely thank all participating agencies for their strong contributions and high level of professionalism. 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,” said Maciej Szyszkowski, international director of media & digital at Intersnack Group.
Meanwhile, Kevin McNair, marketing director at KP Snacks UK, stated, “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.”
Susanne Grundmann, CEO at PHD EMEA said, “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.”
She added, “As their media agency of record, we will be leveraging the power of our Intelligence. Connected offer to deliver against each of these levels, bringing together the best strategic talent and innovative technology from across our network, group and holding company to drive media effectiveness and maximise media ROI.”
Intersnack employs more than 15,000 people across operations in 31 countries and recorded 2024 sales exceeding €4.5 billion (US$5.3 billion). PHD’s win adds to a series of 2025 global account gains, including Skechers in China, Starbucks in Indonesia and Malaysia, and Spirit of Tasmania in Australia, along with expanded work for Burger King in North America and a successful defense of Kimberly-Clark in EMEA.
