HHCL tipped to join Mars roster as Topic prepares ad revival

The confectionery giant Mars has called a review for its Topic brand and is thought to have appointed an agency to handle the creative work.

The confectionery giant Mars has called a review for its Topic brand and is thought to have appointed an agency to handle the creative work.

Sources say that Mars is keen to reposition the Topic brand to appeal to younger chocolate eaters.

HHCL & Partners is believed to be the favoured agency. Mars' marketing executives are said to have been impressed by HHCL's repositioning of Britvic's Tango brand. The agency, however, would not comment.

The account is held by D'Arcy, although it has been dormant since the mid-90s. No-one from D'Arcy was available for comment.

The loss of Topic highlights D'Arcy's weakening grip on Mars' business: it also lost the global Twix account to Grey Worldwide last year.

Mars called a global review of its flagship Mars brand in November last year and is seeking to radically reposition it. D'Arcy has been briefed to come up with a creative solution for a pan-European Mars campaign.



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