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Mars’ decision last week to end its 52-year relationship with D’Arcy Masius Benton & Bowles came swiftly, but not out of the blue. In fact, the shop in recent years had lost several of the client’s brands after shootouts with fellow roster shops Grey and BBDO.
In 2000, the client shifted its Twix brand to Grey, and last year it shifted European duties on Mars Bar to Grey and European duties on Uncle Ben’s to BBDO.
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