The World: New York - Mars rejigs agency assignments for main brands

Mars is poised to shake up creative assignments on key brands to ensure that each has a single agency in major markets.

The brands are expected to include Snickers, Whiskas and Dove chocolates.

As a result, BBDO will regain the Snickers brief in the US, having lost it to its Omnicom sister shop, TBWA\Chiat\Day, in 2006. Snickers is supported by an annual adspend of between $30 million and $40 million.

Meanwhile, TBWA is extending its creative tenure of Whiskas to non-US markets, including Latin America. It already handles the brand domestically.

Sapient's Nitro is likely to take over Dove in markets where TBWA currently handles it.


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