SOURCE: imc2

April 15, 2008 11:13 ET

Sweet Deal: Mars Direct and My M&M's/My Dove Tap imc2 as Agency of Record

Move Signals New Leadership Role for Digital Agencies as Marketers Strive to Create Stronger Connections With Consumers

DALLAS, TX--(Marketwire - April 15, 2008) - imc2, one of the nation's leading digital marketing agencies, was recently named agency of record for all strategic planning, creative and media for MARS Direct and My M&M's® and My Dove® chocolate brands. This partnership -- the first time MARS Direct has given all media and strategic planning responsibilities to a digital agency -- signals a significant shift in focus among marketers. As digital continues to emerge as the centerpiece of an increasing number of marketing campaigns, marketers are looking to their digital agencies to lead the way for traditional efforts as well.

"Our goal in conducting this review was to identify a single firm that could be a partner to MARS Direct regardless of medium," said Jim Cass, general manager, MARS Direct, Incorporated. "We have found that partner in imc2 thanks to their experience in strategy, innovation and consumer insight. We look forward to a successful partnership!"

The agency will manage the strategic direction of MARS Direct and its brands, in addition to creating, planning and buying all media -- online, display, search, DRTV, print, direct mail, and outdoor. imc2's past strategic work will help the brand achieve its goal of broadening its target and channel opportunities.

"We are excited to partner with MARS Direct as they move into the next level of customer engagement," said Doug Levy, president, imc2. "We will work with MARS Direct to create real connections between the My M&Ms® and My Dove® chocolate brands and its customers, helping them make special occasions more memorable through personalization."

imc2 earned duties for MARS Direct after a four-month review against top competitors. This partnership signals recognition that the digital world gives brands a chance to do more than advertise and market their products. Instead, customers and brands can engage in more meaningful relationships, thus making digital agencies the natural choice for leading marketers.

About Mars, Incorporated

Mars, Incorporated produces some of the world's leading confectionery, food and petcare products and has growing beverage and health & nutrition businesses. Headquartered in McLean, VA, Mars, Incorporated operates in more than 65 countries and employs more than 40,000 associates worldwide. The company's global sales are over $21 billion annually. Founded in 1911, the company manufactures and markets a variety of products under many of the world's most recognizable trademarks, including MILKY WAY®, M&M'S®, SNICKERS®, MARS®, UNCLE BEN'S® Rice, and PEDIGREE® and WHISKAS® petcare products.

About imc2

imc2 -- a next-generation agency -- is dedicated to helping its clients achieve their business objectives through digital marketing. Recently ranking in the Top 10 on AdAge's "Top 50 Interactive Agencies," imc2 has offices in New York City, Dallas, Philadelphia and Cincinnati. imc2 has more than 530 talented staff members and provides interactive services in the following areas: strategy and insight, media and promotions, Web development, relationship marketing, and measurement and intelligence. imc2 serves a broad and diversified global client base, including Procter & Gamble, Pizza Hut, The Coca-Cola Company, Nestle Foods, Johnson & Johnson, Norwegian Cruise Lines, Shire and Pfizer. Please visit for more information.

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