Bahlsen Sends Leibniz Into a New Campaign Without Lead Agency Jung von Matt
Bahlsen has rolled out a new Leibniz brand campaign centred on 'a biscuit for on-the-go' — and built it with a fresh German-Polish creative team rather than its long-standing lead agency Jung von Matt, a quiet but telling shake-up of a marquee FMCG relationship.
A marquee brand changes its creative hands
On 16 September, Bahlsen launched a new campaign for its flagship Leibniz biscuit brand, extending the brand's messaging toward everyday, on-the-go snacking occasions. The notable twist is behind the scenes: the work was created by a new German-Polish creative team rather than Jung von Matt, the agency that had led Leibniz's brand-building.
It comes roughly two years after a broader Leibniz relaunch, suggesting Bahlsen is entering a new phase and wants fresh creative thinking to power it.
Why brands move on from a lead agency
Long-standing agency relationships deliver deep brand knowledge, but they can also settle into a comfortable rhythm. Bringing in a new team is often less about dissatisfaction than about buying a jolt of perspective at an inflection point — here, a push into new consumption moments.
The cross-border German-Polish set-up is itself a signal. It hints at a leaner, more flexible model and, potentially, an eye on efficiency and pan-regional relevance rather than a single-market powerhouse agency.
Marketing Minute's read: incumbency is no longer a moat
For agencies, the lesson is uncomfortable: heritage on an account guarantees nothing. Even iconic, long-served brands will hand a brief elsewhere when they want a strategic reset. Retention now depends on continually re-earning the work with fresh thinking, not on the relationship's longevity.
For advertisers, the discipline cuts the other way. Changing creative partners injects energy but risks losing hard-won brand codes. The best transitions protect the brand's distinctive assets — the look, tone and mnemonics that drive recognition — while refreshing the story around them.
What businesses should do now
If you are considering a creative change, write down your non-negotiable brand assets first, and brief any new team to evolve rather than erase them. A reset should feel like the same brand with new energy, not a different brand wearing the old logo.
And if you are the incumbent agency, treat every campaign as a re-pitch. The Leibniz move is a reminder that the surest defence is work good enough that switching feels like a risk, not a refresh.
Quick FAQ
What changed with Leibniz's advertising?
Bahlsen launched a new Leibniz campaign focused on on-the-go snacking, created by a new German-Polish creative team rather than its long-time lead agency Jung von Matt.
Why did Bahlsen move away from Jung von Matt?
The switch appears to be a strategic reset roughly two years after a Leibniz relaunch, bringing fresh creative perspective for a push into new consumption occasions.
What does this mean for agencies?
Long incumbency no longer protects an account; even iconic brands will change partners for a strategic reset, so agencies must keep re-earning the work.
Heritage on an account guarantees nothing anymore. Even a brand as iconic as Leibniz will hand the brief elsewhere for a strategic reset. For agencies, that means treating every campaign as a re-pitch. For brands, the discipline is to evolve your distinctive assets, not erase them — a reset should feel like the same brand with new energy. — Daniel Nikolla, Founder of Merx Marketing
Agency incumbency is no longer a moat — protect your distinctive brand assets through any creative change, and, if you're the incumbent, treat every campaign as a re-pitch.
When is it right to change a long-standing creative agency? Tell us what would make you switch — or stay.
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Campaign Germany, HORIZONT, turi2, Bahlsen.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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