DMB&B nets ú5m Mars ice creams

D’Arcy Masius Benton & Bowles is believed to have picked up the high-profile ice cream accounts from Mars, ending weeks of speculation about the future of the brands after Mars’ global review in March.

D’Arcy Masius Benton & Bowles is believed to have picked up the high-profile ice cream accounts from Mars, ending weeks of speculation about the future of the brands after Mars’ global review in March.

DMB&B says it has yet to be informed by Mars if it has won the account, but industry sources say the ice cream brands will be handed over to the agency.

The brands, consisting of ice cream versions of Galaxy Dove, the Mars bar, Opal Fruit and Twix were handled by Saatchi & Saatchi until March.

Saatchi & Saatchi was drop-ped from the roster after the global review of Mars’ $400m (£262m) business.

As part of the review DMB&B, a Mars roster agency for 63 years, picked up Topic and Maltesers which it added to existing accounts including the Mars bar, Twix, Skittles, Tracker, Dolmio and Whiskas.

The agency’s total Mars billings are estimated at about $350m (£234m).

In the UK, the ice cream brands would bring an added £4.9m (MEAL) business to DMB&B.

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