"The franchise directors were running on planes acting like diplomats from the state department but they had no control over what anyone did," says one industry executive familiar with Mars.
For Mars, the goal is to get local markets more involved in sharing responsibility for running brands across different markets.
The biggest change is the hiring of Tom Jasinski, a former Bates senior VP and management representative on the Mars account in New York, for the new role of Brussels-based brand communications director. Jasinski, who starts in October and will effectively be the first head of advertising for Europe, will report to Ken Rogers, Mars' VP for franchise in Europe.
Both men worked together when Rogers ran Bates' $375m Mars business as vice-chairman, multinational client service. Mars hired Rogers 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 holding company Cordiant.
Until now, Mars had three franchise directors who were each responsible for several brands across Europe. Under the new system, there will be three specialist functions at the European level and a number of lower-level "brand activity leaders" will be appointed to coordinate brands on a pan- European basis from their local markets.
In addition to Jasinski's advertising role, the other two specialist functions are consumer development director and brand portfolio director. The consumer development director will be in charge of all Mars' new product development teams working independently around 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, currently one of the three European franchise directors. Jackson will deal with issues that crop up between local and European decisions.
One franchise director is leaving the company to set up his own business and another, Paul Heritage, has moved to Mars in Portugal.
Mars' roster agencies are Grey, BBDO and D'Arcy Masius Benton & Bowles.
Copyright September 1996 Crain Communications Inc.