CHICAGO (AdAge.com) – Mars has tapped roster shop TBWA/Chiat/Day, New York, to handle global creative duties for Twix following a review. Independent network SapientNitro previously handled the bulk of creative for the brand, including U.S. duties.
According to Mars spokeswoman Marlene Machut, the shift is part of a company realignment that began in early 2009. Mars and its myriad chocolate, gum, pet care and other businesses once had different agencies representing it in different parts of the world, but it is now trying to align each core snack food and pet brand under a dedicated global agency.
|Twix: Get the Girl spot from SapientNitro.|
More account moves seem to be under way. Ms. Machut said the company is still examining its agency roster, "looking to see what else might make sense" to consolidate, and all moves are expected to be completed by the end of 2011.
"We get outstanding support from all of our current agency partners, and we feel that aligning each core brand under a dedicated global agency will more effectively build global communication platforms that yield best-in-class strategy and creative work to build our iconic brands," Bruce McColl, Mars global CMO, said in a statement. "As a top ten global chocolate brand, Twix has obviously done well under current agency management, and with this consolidation we are very optimistic about its future performance."
For TBWA, the Twix win gets the agency back on the chocolate roster in the U.S., and the shop will enter big new markets such as Russia. The agency already represented Twix in parts of Europe, but has not had a Mars chocolate account since losing the $30 million Snickers account to BBDO last year.
In the U.S., Twix hasn't been a big spender in recent years, just $14 million in measured media, down from $17 million in 2008, according to Kantar Media. The brand appears to have ramped up activity this year, however, with a series of amusing, adult-targeted ads.
A SapientNitro spokesman confirmed the shift, and in an email noted the agency remains on the Mars roster, handling work for the Dove brand. The agency took over global duties in January. According to Kantar Media figures, Mars spent nearly $19 million in U.S. measured media on Dove in 2009.
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Contributing: Kunur Patel, Rupal Parekh