Mondelez Moves Ritz Crackers Business Over to the Martin Agency

Havas Had Handled Account Since 2007

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The Martin Agency will be producing creative work for Ritz Crackers as of 2015, a Mondelez spokeswoman has confirmed.

The incumbent, Havas Worldwide New York, had led creative for Ritz since 2007, when it won the brand along with Triscuit and Toasted Chips. A Havas spokeswoman confirmed the agency will not be holding on to any of the business.

In a statement, the agency spokeswoman said "Havas Worldwide New York and Mondelez International are parting ways after a seven and a half year partnership. We experienced great success together, most evident in the Ritz 'Open for Fun' campaign, which earned multiple awards including a Bronze Effie and two One Show Design Silver Pencils. The campaign also contributed to Ritz being named 'America's favorite snack' brand two years in a row and helped grow the business upward of 35%. We wish them continued success."

The news comes just one week after Mondelez promoted Senior-VP Marketing Strategy and Communications Dana Anderson to senior VP-chief marketing officer and one week after Havas chief creative officer Darren Moran's departure from the agency.

"We are excited about the opportunity to engage Martin on the U.S. Ritz business, a priority and iconic brand in our portfolio. We look forward to working with them on what's next for the brand in 2015 and beyond," said the Mondelez spokeswoman.

A formal review did not take place, but the Martin Agency has been handling creative for Oreo and Chips Ahoy -- both Mondelez brands in its Biscuit category -- since 2012.

"We're so proud of the work we've done with Mondelez on their other biscuit brands and we are delighted to expand that relationship by working with Ritz on their creative efforts in the U.S.," said Matt Williams, CEO of The Martin Agency.

"Martin, as part of the IPG group, already works with us on a number of our businesses and we are excited to engage their fresh innovating thinking and creativity on Ritz," said the Mondelez spokeswoman.

The brand spent $16.6 million in 2013 in measured media according to Kantar Media.

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