McLean, VA – Today Mars, Incorporated awarded the global UNCLE BEN’S® brand business to BBDO. As indicated last September 2009, Mars set in motion a plan to reorganize the assignments of its current four agency partners, BBDO, DDB, SapientNitro and TBWA starting in 2010 through the end of 2011, to further enhance the Company global brand strategy. The shift will ensure that, across major markets, each of Mars core global brands will be aligned under a single creative agency. This is expected to advance global strategy development and increase efficiency in application of strategy and creative across markets. The UNCLE BEN’S® brand has now completed this process.
“We get outstanding support from our current agency partners, and we feel that aligning each core brand under a dedicated global agency will more effectively build global communication platforms that yield best-in-class strategy and creative work to build our iconic brands” said Bruce McColl, Global Chief Marketing Officer. “As one of our billion dollar brands, UNCLE BEN’S® has obviously done well under current agency management, and with this consolidation, we are very optimistic about its future performance.”
The agency global alignment process within Mars current roster of agencies began in 2010.
About Mars, Incorporated
Mars, Incorporated is a private, family-owned company founded in 1911 and employing more than 65,000 associates at over 370 sites, including 135 factories, in 68 countries worldwide. Headquartered in McLean, Virginia, U.S.A., Mars, Incorporated is one of the world’s largest food companies, generating global sales of more than $28 billion annually and operating in six business segments: Chocolate, Petcare, Wrigley Gum and Confections, Food, Drinks, and Symbioscience. These segments produce some of the world’s leading brands: Chocolate – M&M’S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Petcare – PEDIGREE®, WHISKAS®, SHEBA®, CESAR®, NUTRO®, GREENIES®, and ROYAL CANIN®; Wrigley – ORBIT®, EXTRA®, STARBURST®, DOUBLEMINT® and SKITTLES®; Food – UNCLE BEN’S®, DOLMIO®, EBLY®, MASTERFOODS® and SEEDS OF CHANGE®; Drinks – KLIX® and FLAVIA®; Symbioscience – WISDOM PANEL™, SERAMIS®, CIRKUHEALTH™ and COCOAPRO®.
