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
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
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