Top Story


Home >> International >> Article

International: Mars ends relationship with Grey Worldwide

Font Size   16
International: Mars ends relationship with Grey Worldwide

Mars has terminated its partnership with Grey Worldwide, soon to be part of WPP Group, as part of a consolidation of its advertising with Omnicom Group's TBWA Worldwide and BBDO Worldwide.

The business is officially set to be realigned by Jan. 1, 2005.

Better 'partnership'

"We wanted to consolidate this into one family of companies where we felt we could get an even better across-the-board partnership," a spokesperson for Mars' Masterfoods USA division said.

Internet, direct and sales promotion will continue to be handled by Grey.

Grey's accounts

Grey formerly handled globally Starburst and Cookies &, which will move to TBWA; global business for Milky Way and Mars brands, which will go to BBDO; and Twix and Dove brands, which will be handled in the U.S. by independent agency Nitro and by TBWA outside the U.S.

Mars spent $53 million in the U.S. in 2003 on the brands Grey handled, according to TNS Media Intelligence/CMR.

Shanghai move

Rumors swirled last month about Grey's fate with Mars when Masterfoods awarded a new campaign for Twix to Nitro, a Shanghai-based agency it had worked with in Asia that has recently opened up shop in New York to handle the new Mars business.

A spokeswoman for Grey declined to comment. Grey, advertising's last independently owned holding company, went on the sales block this summer and was acquired by WPP earlier this month.



Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems