Mars has consolidated global creative duties on its Twix brand at TBWA, the client confirmed today.
Previously, the business was split between independent SapientNitro (U.S., Eastern Europe, Latin America and Asia) and Omnicom Group’s TBWA (Western and Central Europe). The consolidation came after a “jump ball” between the two shops, according to sources.
TBWA also added pan-European creative duties on regional chocolate brand Balisto, which SapientNitro previously handled, a Mars representative confirmed.
Major media spending on Balisto was not immediately available, nor was a global spend on Twix. In the U.S alone last year, Twix spent about $15 million on ads — roughly the same as in 2008, according to Nielsen. Those figures don’t include online spending.
TBWA now is lead creative agency on five of Mars’ global brands: Pedigree, Whiskas, Starburst, Skittles and Twix. SapientNitro’s loss leaves the shop with a single global brand: Dove chocolate.
Mars’ other major roster agencies include Omnicom units BBDO (M&Ms, Snickers, Cesar, Sheba, Mars/Milky Way, Extra) and DDB (Wrigley).
U.S spending on all brands approached $400 million last year, down from more than $500 million in ’08, according to Nielsen.
“We feel that aligning each core brand under a dedicated global agency will more effectively build global communications platforms that yield best-in-class strategy and creative work,” said Bruce McColl, global chief marketing officer at Mars.