Mars has appointed BBDO’s Proximity as its digital agency in China, replacing incumbent Agenda, effective in October.
The appointment will see Proximity to provide digital strategy, creative, technology, social media and analytics services across four chocolate brands under the Mars portfolio in China including Dove, Snickers, M&M’S and local brand CuiXiangMi.
Proximity Beijing’s newly established Mars team lead the account, working closely with the BBDO Mars team to develop new, integrated advertising approaches for MARS.
“This is a great win for Proximity China. It reinforces our agency’s leadership in providing a total digital offering, from strategy and creative to analytics,” said Chris Thomas (pictured), chairman of Proximity Worldwide.
BBDO Proximity is also responsible for Mars’ digital and traditional media duties globally.