Mark Horgan, United Biscuits’ marketing director for countlines, is returning to Mars to handle marketing of the Mars Bar across Europe.
Mars has confirmed that Horgan will be employed by Snack Foods Europe as a franchise manager from July, with responsibility for the Mars countline brand in Europe.
Horgan left the company in 1996, where he was European franchise manager for the brand M&M’s to join UB as McVitie’s marketing controller.
Last August, Horgan joined the new power brand development team as marketing director for countlines, as part of a UB restructure. The team is headed by managing director of development operations Ed Jackson.
A UB spokeswoman says: “He is not being replaced. The function that he was responsible for is being shared between Jude Bridge, marketing director KP Snacks and Pascale Muylaert, marketing director for McVitie’s continental Europe.”
Horgan will return to Mars in the midst of a media buying review across Mars Confectionery and Pedigree Masterfoods, which will involve the centralisation of Mars UK’s £77m TV spend.
A spokeswoman for Mars Confectionary and Pedigree Masterfoods says: “We will be inviting a number of agencies, including our current roster, to pitch for the centralised assignment of TV, radio and cinema buying.”
MediaVest works on the Maltesers, Mars Bar and Whiskas brands, while MediaCom works on M&Ms.
She adds: “No firm dates have been set for the pitch or a decision. Arrangements for press and outdoor buying and media planning remain unchanged.”
Last year, Mars centralised its £8m press buying accounts into Zenith. New PHD also handles media planning on some Mars brands.