The move follows last week's decision by Masterfoods to shift its global ad-vertising business from Grey Worldwide into Omnicom-owned agencies TBWA and BBDO Worldwide. It claimed the move was made to ensure one agency network ran the entire business, but industry sources believe the company was unhappy following Grey Worldwide's recent takeover by WPP.
TBWA\London's appointment to handle the sweet brands will see it established as Masterfoods' lead agency in the UK. It already runs the Pedigree, Whiskas, Skittles, Tunes and Lockets accounts.
It will start work on the Twix, Galaxy and Starburst brands next year, developing a communications strategy that is sensitive to the obesity debate. Grey Worldwide will continue to work with Masterfoods on a range of direct activities. In the UK, Grey-owned Joshua works on its Mars, Maltesers and M&Ms brands, and Proximity works on its Snickers bar.
Masterfoods is currently running a 'Get it 1st' promotion on its Skittles, Mars, Snickers, Maltesers, Bounty and Twix brands, with prizes up for grabs via the internet and SMS.