The goal is to get local markets more involved in sharing responsibility for running brands across different markets. Previously, the company had three franchise directors in charge of pan-European brand management for the confectionery business.
"The franchise directors were running around on planes acting like diplomats from the State Department but they had no control over what anyone did," said one industry executive familiar with Mars.
Tom Jasinski, a former senior VP-management representative on the Mars account at Bates USA, New York, has been named to one of the three posts: brand communications director, based in Brussels. He starts in October and will effectively be the first head of advertising for Europe, reporting to Ken Rogers, Mars' VP-franchise for Europe.
Mars' confectionery agencies in Europe are D'Arcy Masius Benton & Bowles, BBDO Europe and Grey Advertising.
ROGERS, JASINSKI REUNITED
Messrs. Rogers and Jasinski worked together when Mr. Rogers ran Bates' $375 million Mars business as vice-chairman, multinational client service. Mars hired him as its European marketing chief after firing his agency last year in a review partially sparked by Mars' anger at the ouster of Maurice Saatchi by Bates-parent Cordiant.
Under the new system, the three specialist functions at the European level will oversee lower-level "brand activity leaders" who will be appointed to coordinate brands on a pan-European basis from their local markets.
The other two specialist functions are consumer development director and brand portfolio director The consumer development director will supervise all Mars' new product development teams in Europe. That job is likely to be filled by a current Mars executive in the next month.
The brand portfolio director will be Paul Jackson, now one of three European franchise directors.