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CHICAGO Mars today named digital shop imc2 lead agency for all strategic planning, creative and media work on its customized candy unit Mars Direct, as well as for My M&M’s and My Dove brands.
The win marks the first time the division of the candy maker has selected an online shop to handle all media and planning duties, according to imc2, Dallas. It reflects a shift among marketers, where digital is emerging as the focus of marketing campaigns, the agency said.
“Our
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