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


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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