"We get outstanding support from our current agency partners, and there is existing cooperation between the agencies in the building of our Mars brands. However, fragmented agency support of our biggest brands across major markets limits efficiencies and opportunities to build global strategies that can be easily applied worldwide," said Bruce McColl, global CMO of the Maclean, Va., company in a statement. He said aligning each core brand under a dedicated global agency will be a more effective way to develop strategy and creative.
The reassignment adds Mars and Snickers brands to BBDO's oversight of M&M'S, Cesar and Sheba brands.
TBWA will retain its current role on Pedigree while assuming global responsibilities for Whiskas. As the final piece of the 2010 realignment, 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.--Karl Greenberg