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.

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