Observed Signal · Sep 16, 2026 · Agency Review · Source: Horizont · Impact: 2/5 · Sentiment: Positive
Brand & Agency Market: Leibniz Drops Jung von Matt, Works Without Lead Agency
German biscuit manufacturer Bahlsen is launching a new brand campaign for its Leibniz brand, notably without the involvement of its former global creative lead agency, Jung von Matt/Spree. The agency had won the account for Leibniz and Pick Up! about five years ago after a multi-stage pitching process. The new campaign marks a return to TV advertising for Leibniz, which had been absent from TV spots for over a year. Bahlsen has decided to proceed without a lead agency for this campaign, instead working with other partners. This move signals a shift in Bahlsen's agency strategy, potentially reflecting broader trends in brand-agency relationships.
Agency-client relationship change for a major brand, but not a technology or platform shift. Relevant to the advertising industry but not highly impactful on a global scale.
Key Takeaways & Evidence Grounding
- Leibniz is launching a new brand campaign without a lead agency.
- Jung von Matt/Spree did not participate in the new campaign.
- Leibniz had been absent from TV advertising for over a year.
- Jung von Matt/Spree had won the global creative account for Leibniz and Pick Up! in a multi-stage pitch about five years ago.
- Bahlsen is working without a lead agency for this campaign.
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