M&C Saatchi Wants in on Twix

M&C Saatchi London is trying to talk its way into a roster shop review for M&M/Mars’ global Twix business, now at D’Arcy Masius Benton & Bowles in St. Louis, sources said.
D’Arcy and Mars’ shops Grey Advertising and BBDO, both New York, have been asked by the Hackettstown, N.J.-based client to present ideas on a unified global strategy for the brand. Meetings are set for the middle of next month.
“We want to open [Twix advertising] to a broader set of ideas,” the Mars representative said.
Mars spent $15 million on Twix in the U.S. last year, with global spending pegged by sources at $50 million.
While M&C Saatchi was not asked to participate in the Twix review, sources said Maurice Saatchi is calling on his global-marketing contacts at Mars. M&C Saatchi last December lost its Mars Whiska’s cat food account overseas to Abbott Mead Vickers BBDO, London.
D’Arcy may be helped by its entrenched support at the company. “Some of the old-line Mars executives are very faithful to D’Arcy,” a source said.
However, the same source noted, “The new marketing folks think they can do better.”
D’Arcy is expected to use resources in both St. Louis and New York to defend the business. The St. Louis office also handles Mars’ Twix, Milky Way and Whiska’s (U.S.).
The Twix review is a surprise as it comes only months after Mars completed a summer-long review among its roster shops. No major brand category changes were made.
Twix trails Hershey’s Kit Kat in the chocolate-covered wafer category, according to Information Resources. D’Arcy launched a new campaign a year ago under the tag, “Smarter than the average cookie.”
For two years previous to that, the tagline had been, “Two for me, none for you.” K