Mars consolidates global creative with BBDO and DDB; TBWA dropped; SapientNitro keeps digital

In a major global reshuffle, Mars, Incorporated has concentrated distribution of brand assignments between existing partners, BBDO and DDB, dropping TBWA and SapientNitro, who will conclude their advertising work on Mars brands by September, 2011.

However, SapientNitro will continue to work on digital strategy and support of the Mars corporate website.

Under the structure, BBDO will continue to have global accountability for MARS, SNICKERS, M&M’S, CESAR, SHEBA, FIVE, ORBIT, EXTRA, DOLMIO, UNCLE BEN’S, SEEDS OF CHANGE, SUZI WAN and ROYCO brands. They will add DOVE, TWIX, PEDIGREE and WHISKAS to the portfolio they manage.

DDB will continue to manage AIRWAVES globally and take on additional global management of Wrigley’s STARBURST and SKITTLES. In addition they will add key regional Mars Chocolate brands including, MILKY WAY in the US, COMBOS and BALISTO. For Mars Petcare, DDB will take on global management of KITEKAT, CHAPPI, CATSAN, FROLIC, SCHMACKOS, and TEMPTATIONS/DREAMIES.

Mars and its agencies will work out a plan to transition the brands over the coming months, and expect 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” added McColl.