Monday, August 19 11:21:43
Dublin based creative agency, Irish International, has been appointed as the lead Shopper Marketing agency for Mars in Europe, in one of the most significant international contacts ever won by an Irish agency.
The appointment covers Shopper Marketing work for Mars and Wrigley including M and Ms, Snickers, Twix, Extra, Orbit, Dolmio, Uncle Bens, Pedigree and Whiskas.
The account is expected to generate a significant seven figure annual fee and 14 new positions have been created in Irish International's Shopper Marketing division over recent months as a result, as well as increased involvement with Diageo in Western Europe.
Shopper Marketing is a discipline that uses an understanding of shopper attitudes and behaviour to influence brand choice along the path to purchase. It encompasses a range of activities including display, promotions and point of purchase advertising.
Sinead Lee, Director on the Mars business in Irish International, said that delivering best in class creative work whilst demonstrating a keen understanding of the challenges facing brands which need to drive scale across multiple markets, were key to the win.
"This is a very significant appointment for Irish International, cementing our position in the roster of BBDO agencies servicing the Mars account globally. To secure this very significant piece of business, we had to demonstrate our understanding of both the European retail environment and the differing consumer dynamics within each market. This win underlines Irish International's position as Ireland's foremost creative agency and positions us well for future opportunities of a similar size and scale," she said.
The Mars appointment adds to Irish International's existing client list which includes Aer Lingus, Electric Ireland, Diageo and UPC.