Mars, the confectionery to petfoods giant, is looking outside its
UK agency roster as it sounds out creative hotshops about a top-secret
The meetings are being led by Frederique Hull, marketing manager at
Pedigree Masterfoods, a division of Mars.
Hull is understood to have spoken to at least three London agencies
about the business in the past few weeks. Mars’ four UK roster shops are
DMB&B, Grey Advertising, Abbott Mead Vickers BBDO and M&C Saatchi.
The new product is understood to be at a ’concept’ stage - therefore,
far from launch. It is unclear whether the impetus for the launch is
coming from Mars’ confectionery or petfoods division.
Hull denied she had spoken to non-roster agencies. However, the move
mirrors recent events in the US where Mars has called on its
’challenger’ agencies to run minor brands when a creative solution is
needed. For example, UniWorld runs the Three Musketeers confectionery
In the UK, Unilever is working along similar lines. It has been moving
business out of its key agency, Ammirati Puris Lintas, into smaller
shops such as Mother.