TBWA Names Mars Chief

NEW YORK TBWA Worldwide has chosen Patrick Collins, a worldwide client service director on BP at Ogilvy & Mather, to steer its global Mars account as managing director, the agency said.

Collins, 43, succeeds Corey Mitchell, who in June became president of TBWA\Chiat\Day in New York. Billings on the Mars brands that TBWA handles around the world are estimated at more than $300 million. The brands include Snickers, Skittles, Pedigree, Starburst and Whiskas.

At Omnicom Group’s TBWA, Collins joins a group of about 10 managing directors who run major accounts such as Nissan, Apple, Absolut and Beiersdorf. He is based in New York and reports to both worldwide president Tom Carroll and North American president Robert LePlae.

Collins spent three years at Ogilvy in Chicago, where he managed the global retail and North American corporate image duties on BP. Before that, he was a client services director at M&C Saatchi in New York and London, working on British Airways. His other brand experience includes Kraft, Maybelline and Gatorade.

“Patrick is a great guy and experienced leader who has been associated with some of the best brands in the world,” Carroll said. “His understanding and ability to grow global brands will make him an indispensable part of our Mars team.”

Ogilvy has yet to name Collins’ successor on BP. The agency declined comment.