Mars is a leading player in the UK pet food, confectionery and culinary foods sectors, with brands such as Whiskas, Pedigree, Galaxy, Maltesers, Uncle Ben's and Dolmio. It also now houses the Wrigley's gum and mints portfolio, following their acquisition in 2008. For many years, the group conducted business through three separate companies, Pedigree Petfoods, Mars Confectionery and Food Manufacturers, but these businesses were gradually consolidated between 1998 and 2002 to form a single business unit, known as Masterfoods. In 2006, however, Mars announced a reversal of this consolidation process, and said that individual operating units would be split out again as separate entities. The Masterfoods name was later dropped in favour of the umbrella Mars brand.
Which agencies handle advertising for Mars? Find out more from the Account Assignments database
Subscribers only: Adbrands profile
Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 28th Jun 2018: Ads of the Week: "Melting Pot". Fresh from triple Grand Prix triumph at Cannes, AMV BBDO unveils a superb new campaign for Mars-owned culinary brand Uncle Ben's. The agency's last Mars foods ad - in which Dominic West laid on the drama at dinner for Dolmio - was a bit of damp squib. This is far more successful, dumping domestic would-be-comedy for a poetic survey of Britain's extraordinary cultural and racial diversity, courtesy of roots poet Benjamin Zephaniah. It may not play so well in regional Brexit-land, perhaps, but here in the urban melting pot it's an absolute joy.
Adbrands Weekly Update 8th Sep 2016: Ads of the Week "Theo's Dog". All power to Mars UK for commissioning a special set of Maltesers ads to run during Channel 4's Paralympics coverage that put disabled people front and centre, recounting real-life funny stories about embarrassing incidents. Rather than put them on a pedestal, AMV BBDO realised they could achieve more impact by simply showing disabled people as the ordinary everyday people they actually are, using laughter to break down any discomfort or prejudice on the part of the able-bodied community. Fine work. See our Facebook page for two more spots.
Adbrands Weekly Update 5th Feb 2015: Ads of the Week: "Winning". Here's a great gag from AMV BBDO for Mars Bar, moving determinedly away from those old "work, rest and play" ads and into the crazy zone with most other Mars products advertising. Great performances from the dogs. Humans not so sure.
Adbrands Weekly Update 9th Oct 2014: Ads of the Week: "You're Not Kung Fu When You're Hungry". Clearly Rowan Atkinson has his eye on a new McLaren supercar... Why else would he decide to return to advertising for the first time in almost two decades, in a witty new take by AMV BBDO on Snickers' "You're Not You When You're Hungry" concept. We're still baffled by the global popularity of Mr Bean, though we have to admit the character is extraordinarily effective in small doses. He was one of the best things about the London Olympics opening ceremony, and makes this one of the cleverest Snickers ads to-date. (We'd happily remove our own eyes with a spoon to avoid witnessing that Joan Collins spot ever again).
Adbrands.net. All rights reserved © Mind Advertising Ltd 1998-2019