Mars continues consolidation of global creative duties
Last Autumn Mars announced that it had embarked upon a strategic plan to designed to align its core global brands in major markets under a single creative agency. The moves form part of an overall drive to increase the efficiency of its international marketing campaigns.
As part of these plans, Twix has handed its global brand duties to TBWA\London. Previously the business was split between SapientNitro, which handled Asia, Eastern Europe, Latin America and the US, and TBWA, which covered Western and Central Europe.
Bruce McColl, global chief marketing officer of Mars, explained that the latest move towards a more consolidated marketing approach would help with the multinational’s international brand implementation. “We feel that aligning each core brand under a dedicated global agency will more effectively build global communication platforms,” he said.
Mars and its myriad brands once had different agencies representing it in different parts of the world. According to a report in Advertising Age this week, Marlene Machut, a Mars spokesperson, has said that the company is still examining its agency roster in order to determine its next moves. It hopes to complete the efficiency drive by the end of next year.
Tags: Global Brand
