Mars announced Mr. Rogers, formerly Bates' vice chairman, will be responsible for consumer marketing for the unit.
Previously Mars' largest agency, Bates was shocked to lose all its worldwide confectionery and pet food business in February after a review as punishment for the ouster of Maurice Saatchi as chairman of Saatchi & Saatchi Co., now renamed Cordinat, over the protest of Mars founder Forrest Mars.
The loss left Mr. Rogers effectively without a job. Bates Worldwide CEO Michael Bungey has said he would keep much of the former Mars team including Mr. Rogers intact to act as a new business hit team to try to win a new confectionery client as quickly as possible. But Messrs. Rogers and Bungey do not get along and, in fact, when Mr. Rogers' contract was renegotiated last year it is believed to have been done at the holding company level due to his problems with Mr. Bungey.
Mr. Rogers, long a favorite with Mars executives, will work in Europe with BBDO Europe, Grey Advertising and D'Arcy Masius Benton & Bowles.
Further information about Mr. Rogers' role at Mars was not available.