• September 22, 2009

Mars, Inc. will reorganize the brand assignments of most of its current four agency partners so that core global brands are handled across markets by a single, dedicated agency, the company has announced.

"By aligning each core brand under a dedicated global agency, we will more effectively build global communication platforms that yield best-in-class strategy and creative work to build our iconic brands," said Mars global CMO Bruce McColl, in a release.

Under the new structure, BBDO will assume global accountability for the Mars and Snickers brands while maintaining their current responsibilities for M&M's, Cesar and Sheba. TBWA will retain its current role on Pedigree, while assuming global responsibility for Whiskas. Global creative work for Dove will shift to SapientNitro.

Wrigley gum and confections brands are already aligned on a global basis across BBDO, DDB and TBWA, Mars said. The realignment will begin next year, with completion planned for year-end 2011.--Karlene Lukovitz