Mars may abandon its long-established practice of distributing its
global ad assignments equally and heap bigger rewards on what it
considers to be its best-performing agency networks.
With less than two weeks to go before a review of its roster agencies,
the US-based confectionery to catfood giant is understood to have had
second thoughts about cutting its roster of agencies from three to
But the company may stop being even-handed in its treatment of them. ’It
could be that there is no longer democracy among the networks,’ an
Such a move could be bad news for D’Arcy, which could pay the price for
a lacklustre performance by losing some or all of its Mars bar
M&C Saatchi, one of Mars’s local ’challenger’ agencies whose work for
Whiskas catfood in the UK has already run in the US, is being tipped as
a possible candidate to revive the declining fortunes of the Mars
The three roster agencies - D’Arcy, Grey and BBDO - were put on alert
when news emerged of a radical rethink of global advertising strategy by
the company (Campaign, 4 June).