Mars consolidates with BBDO, DDB globally

Losing out are TBWA and SapientNitro, who will conclude their advertising work on Mars brands by September 2011. SapientNitro will continue to work on digital strategy and support of the Mars corporate website.

The consolidation sees a number of major brands move from TBWA to BBDO and DDB.

 "It's probably fair to say BBDO is the bigger winner here (In terms of impact in Asia-Pacific)," said a media agency source. "DDB has picked up a number of brands that don't yet exist in Asia - I guess it depends on your definition of global.".

BBDO now handles 17 of Mars’ total 26 brands, or 16 of the 20 that are arguably truly ‘global'.

Mars/ Wrigley's media spend in China alone is put at around US$120 million.

BBDO gains global responsibility for Dove (Galaxy), Twix, Pedigree and Whiskas. These join BBDO’s already extensive portfolio of Mars brands that includes Mars, Snickers, M&M’s, Cesar, Orbit, Extra, Dolmio and Uncle Ben’s which they picked up globally last year.

DDB takes on the global management of Starburst and Skittles, and will continue to manage Airwaves globally. In addition it adds key regional Mars chocolate brands including Milky Way in the US. DDB also assumes global management of seven Mars Petcare brands, including Kit-e-Kat, Chappi, Catsan and Temptations/ Dreamies.

Mars says its will work with its agencies to work out a plan to transition the brands over the coming months, and expects all work to be redistributed by the end of September.

"We are committed to making these transitions smoothly and in keeping with the respect we have for all of our agency partners," said Bruce McColl, global chief marketing officer of Mars. "We are grateful for the contributions that SapientNitro and TBWA have made to the growth of our brands over the years.  This was a tough decision, but we are very confident that consolidating our brands with DDB and BBDO will help us continue to build our connection with consumers all over the world," he added.

Tom Carroll, president and CEO at TBWA Worldwide, said that Mars has allowed the network to do some of its best iconic work for some of Mars’ biggest brands including Pedigree, Skittles, Starburst, Twix and Whiskas over the last decade.

“And while we are disappointed that we will not be continuing our relationship with Mars, we are proud of everything we have accomplished and wish them continued success,” he said.