SHANGHAI: Mars has eventually appointed TBWA(李岱艾) as creative agency on its Masterfoods brand in China, almost a year after it ended its relationship with the now defunct D'Arcy(达美高).

The appointment by Mars holding company Effem Foods in China also extends to TBWA's below-the-line operation Tequila, which will work on packaging and logo development for Masterfoods. The brief covers both existing and new brands.

Gavin Heron, TBWA Shanghai Managing Director, said a new integrated communications and advertising campaign would be unveiled to promote the Masterfoods brands in line with its global positioning as the "tastemaster". The Masterfood brands include herbs and spices, sauces and marinades in the mainland.

"A number of our agencies around the world have already begun work on a wide portfolio of Mars brands," Heron said.

TBWA secured portions of the Mars assignment alongside BBDO last August when the food giant ended its relationship with D'Arcy. At the time, TBWA won Whiskas for Asia-Pacific as well as Mars, Twix and Dove in Australia and Southeast Asia. However, there was a delay in aligning China assignments with TBWA, a move attributed to Effem giving the process "much consideration", according to Effem Foods Asia business development manager Peter Chan.

"Assessments were made against the agency's various credentials, corporate culture, the level and calibre of their resources in the ability to service not only our key business in a given market, but also their potential strength as a strategic regional partner."

By: admin


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