New Mars chief starts Euro rejig

Mars shakes up marketing by appointing former Bates chief to oversee all European advertising

Mars Confectionery has appointed Tom Jasinski to the newly created post of head of European advertising – removing at a stroke responsibility for individual brand mark- eting from marketing directors.

Jasinski, who had a strategic development role on the Mars account at Bates USA in New York, will report to Ken Rogers, vice-president for franchise for Europe. Jasinski is a friend of the Mars family, and was a former colleague and friend of Rogers at Bates. He left Bates in 1995 after Mars dropped Bates from its worldwide roster.

It is understood that his appointment as an advertising specialist across Mars’ brands will take away the advertising responsibility from the company’s European marketing heads (known within Mars as franchise managers or directors).

They are currently responsible for brand positioning, product and packaging development, advertising and sponsorship across Europe. Local PR, promotions and tactical advertising is dealt with by marketing heads in individual countries.

“They are running down the franchise team,” says an insider.

There is speculation that the franchise team – which has seen three recent departures – could be broken up, with European marketing responsibilities being given to managers in individual countries.

Two months ago, Paul Heritage, European franchise director for Mars and Snickers, was appointed head of Mars in Portugal. His brands may be handled by another European franchise director, Paul Jackson, whose job does not involve an alignment to any specific brands.

Chris Hardy, European franchise manager for Twix and Galaxy, is leaving the company (MW August 16). His former brands are being divided, with Galaxy being handled by Mars executive Josh Layish. It is understood Twix will be handled from France.

Mark Horgan, Mars European franchise manager for M&M’s, left to join United Biscuits as McVitie’s marketing controller (MW July 26). Marketing for the M&M’s brand is being moved to Holland.

Advertising for Mars and Twix is handled by D’Arcy Masius Benton & Bowles. Abbott Mead Vickers.BBDO handles Snickers, M&M’s and Bounty, while Grey handles Galaxy and Milky Way.

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