Twix hands global brand duties to TBWA

Twix has handed its global brand business to TBWALondon, following a competitive pitch

In September last year, Mars announced that it had set in motion a plan to align its core global brands in major markets under a single creative agency.

It says “this is expected to advance global brand development and increase efficiency in application of strategy and creative across markets.”

The brand’s owners Mars has now confirmed that TBWALondon will work on the Twix brand worldwide with immediate effect.

Bruce McColl, global chief marketing officer of Mars, says: “We get outstanding support from all of 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.”

“As a top ten global chocolate brand, TWIX has obviously done well under current agency management, and with this consolidation, we are very optimistic about its future performance.”

TBWALondon has also been appointed as the lead agency on Balisto, a Mars snack brand that is available across Europe. The account was previously with German agency Scholz & Friends.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here