The business will be split between AMV BBDO and BBDO New York, with the bulk of the business going into AMV BBDO.
AMV BBDO, the incumbent on the Mars and Snickers brands in the UK, is expected to take global creative and strategic lead on Mars and Snickers, pick up the UK and global advertising account for Galaxy, and petcare brands Whiskas and Pedigree, which were previously handled by TBWA.
Additionally, the Mars Skittles and Starburst brands have been moved out of TBWA into Omnicom-owned DDB.
TBWA Worldwide had a 10-year relationship with Mars. The network added 14 new global creative assignments from Mars in 2002 after the network split from Cadbury.
Just a year ago, TBWA\Worldwide retained the global Twix business, and picked up the US portion of the account, after a pitch against SapientNitro.