Grey Lands Mars and Milky Way Creative

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. The win marks the second time Grey has won a piece of Mars business from D’Arcy. Last year, the shop won creative duties on Twix after a roster shop shootout.

Grey New York pitched in conjunction with Grey London, according to a company representative.

Other Mars brands that Grey handles include Pedigree pet food, Twix, Starburst, and Dove/Galaxy.