M&C Tries to Get Back on Mars in Twix Review

Seeking to reclaim its lost foothold with confectionary giant M&M Mars, Maurice Saatchi is trying to get his shop into the roster-only review for the company’s Twix brand, 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 mid-February. “We want to open [Twix advertising] to a broader set of ideas,” a Mars representative said.