Jackie Cooper PR secures Mars Ice Cream brand job

Confectionery giant Mars is understood to have appointed Jackie

Cooper PR to handle its Mars Ice Cream brand after a five-way pitch.



Agency co-founder Robert Phillips refused to confirm news of the

appointment, but industry sources indicated that JCPR - already retained

to work on other Mars brands including the principal Mars Bar - was

selected for the account.



Mars PR head Sue Darcy refused to confirm or deny JCPR's

appointment.



Fees for the account are likely to stretch into six figures.



Mars currently possesses a 16 per cent market share of the impulse

ice-cream market through its brands, which also include Snickers and

Bounty ice-creams.



Mars comes in a distant second behind market leader Walls, but ahead of

rivals Nestle and Haagen-Dazs.



Last month it emerged that Mars was reviewing its retained ad agencies,

which saw D'Arcy - the firm responsible for the 'A Mars a day helps you

work rest and play' catchline in the 1960s - dumped.



PR head Darcy denied a major UK PR review was underway.



Mars Confectionery is part of Mars Inc, which owns UK concerns including

Pedigree Masterfoods.



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