Mars looks outside roster for agency to work on new brand

Mars, the confectionery to petfoods giant, is looking outside its UK agency roster as it sounds out creative hotshops about a top-secret launch.

Mars, the confectionery to petfoods giant, is looking outside its

UK agency roster as it sounds out creative hotshops about a top-secret

launch.



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

brand.



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.



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