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Mars has consolidated global creative duties on its Twix brand at TBWA, the company confirmed today.
Previously, the business was split between independent SapientNitro (U.S., Eastern Europe, Latin America and Asia) and Omnicom Group’s TBWA (Western and Central Europe). The consolidation came after a “jump ball” between the two shops, according to sources.
TBWA also added pan-European creative duties on regional chocolate brand Balisto, which SapientNitro previously handled, a Mars representative confirmed.
Major media spending on Balisto was not immediately available, nor was a global spend on Twix.
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