Magazine article Marketing

Mars Moves on Euro-Agencies

Magazine article Marketing

Mars Moves on Euro-Agencies

Article excerpt

Mars moves on Euro-agencies

Mars has taken a top-secret step towards European brand alignment by ousting Grey from its multi-million pound Kit-e-Kat advertising account in the UK.

Petfood subsidiary Pedigree has switched the business to ad agency BSB Dorland, which already handles the brand across most of Europe as well as Pedigree stablemates Chum and Caesar.

Mars' move follows a warning to agencies late last year to expect a shake-up as it strives to streamline brand marketing in Europe.

Mars is playing down the implication that other agencies handling the Mars empire in the UK -- D'Arcy Masius Benton and Bowles and Saatchi and Saatchi -- will join the casualty list.

But already sources suggest Grey's hold on its two remaining Pedigree brands, Katkins and Sheba, could be less than firm. Grey refuses to comment on the loss.

Agency sources rate Grey only about number five or six in the list of top UK agencies with strength in Europe. BSB Dorland and Saatchi and Saatchi are felt to have the strongest European presence. …

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