A European Union for Mars

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The pioneering move by Mars to centralise all of its European advertising activity will be watched closely by the industry, writes Claire Murphy

Mars has always been at the forefront of European branding, as its masterly 1989 transformation of Marathon into Snickers proved. This move, unprecedented among FMCG producers, set the pan-European pace for others to follow.

Last week's news that Mars had created the role of head of European advertising sees the chocolate giant once again forging ahead in centralising its ad management.

Tom Jasinski, a former senior executive on the Mars business at advertising agency Bates, will take a pivotal role in the commissioning …