The shift, spurred by Mars' decision last week to terminate its relationship with the Bcom3 Group shop, allows Mars to "retain its three-agency roster," the company said in a statement.
Omnicom Group's TBWA/Chiat/Day, Los Angeles, received accounts for the brands Seeds of Change, Uncle Ben's and Whiskas, while Omnicom sibling BBDO Worldwide was handed the Skittles brand. The agency already has a number of other Mars' brands including Snickers, M&M's, Dove, Celebrations and Cesar dog food.
TBWA replaces D'Arcy
Mars spent $30 million in measured media on Uncle Ben's last year and $18 million on Whiskas while Seeds of Change, Mars' organic food line, received no ad spending, according to Taylor Nelson Sofres' CMR. Skittles received $18.7 million in spending last year.
Assignment for the former D'Arcy brands outside the U.S. has not been determined, though the Mars statement said they will remain within the three-agency roster. Billings were not disclosed.