US food giant Mars has announced that it is consolidating its global advertising business with current partners BBDO and TBWA Worldwide effective 31 December 2004.

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The company said Grey Global Group will no longer serve in an above-the-line capacity, but will continue as an agency partner to Mars across a range of below-the-line activities including interactive, direct, and sales promotion.


With both BBDO and TBWA Worldwide being part of the global Omnicom family, Mars said the move allows it to consolidate its advertising business within one single global advertising network.


BBDO is the primary agency for the Cesar, Snickers, Sheba, M&M’s and Mars/Milky Way brands, while TBWA currently handles Skittles, Pedigree, Whiskas and Uncle Ben’s.

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