In support of its global brand strategy, Mars is consolidating all global brand creative with BBDO and DDB. BBDO and DDB already work with Mars and will now be taking over additional brands from TBWA and SapientNitro, which will be phased out as of September. 

SapientNtiro will, however, continue to work on digital strategy and support of the Mars corporate site. BBDO will continue global creative management of Mars, Snickers, M&M’s, Cesar, Sheba, Five, Orbit, Extra, Dolmio, Uncle Ben’s, Masterfoods, Seeds of Change, Suze Wan and Royco, and will add Dove, Twix, Pedigree and Whiskas. 

DDB will continue global creative management of Airwaves and add Wrigleys Starburst and Skittles. In addition, they will add regional Mars Chocolate brands including Milky Way in the US, Combos and Balisto. DDB also takes on global management of Mars Petcare brands Kitekat, Chappi, Catsan, Frolic, Schmackos and Temptations/Dreamies.

In announcing the changes, Bruce McColl, global CMO for Mars, thanked TBWA and SapientNitro for the contributions they have made over the years to the growth of Mars brands. “This was a tough decision, but we are very confident that consolidating our brands with DDB and BBDO will help us continue to build our connection with consumers all over the world,” he says.