Grey Lands Mars and Milky Way Creative

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NEW YORK — Grey Worldwide has landed creative duties in Europe and the U.S. for M&M/Mars’ Mars bar and Milky Way brands, the agency confirmed. The candy bar is known as Milky Way in the U.S. but as Mars abroad. Estimated billings on the assignment are $50 million.

The assignment came after a creative pitch that included Mars roster shops BBDO and incumbent D’Arcy Masius Benton & Bowles, which will continue handling Mars in other markets.

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