• April 15, 2008

Mars Direct, the division of Mars, Inc. that lets users create their own personalized confections under the My M&M's and My Dove brands, has named imc² its agency of record for all strategic planning, creative and media activity.

This is the first time that Mars Direct has placed the full roster of traditional and interactive marketing responsibilities (including the creation, planning and buying of display, search, print, direct mail, DRTV and OOH media) with a digital agency.

Dallas-based imc² snagged the account after a four-month review. "Our goal in conducting this review was to identify a single firm that could be a partner to MARS Direct regardless of medium," said Jim Cass, general manager, MARS Direct, Incorporated. "We have found that partner in imc² thanks to their experience in strategy, innovation and consumer insight."

--Tameka Kee