Mars Chocolate North America

Rankin Carroll, Chief Brand & Content Officer, MARS Wrigley
Marissa Beck, Senior Director, Brand and Content
Chris Brody, Marketing Director, Global Content Architect
Angelina Franco, Senior Manager, Brand Communications

BBDO New York (United States of America) *Lead Agency

Tim Bayne, Global EVP, Executive Creative Director
Ashley Gill, EVP, Senior Director
Jessica Rello, Creative Director
Jenn Tranbarger, Creative Director
Judd Counsell, SVP, Creative Director
Larissa Magera, Senior Copywriter
Morgan Hoff, Senior Art Director
Maya Iwata, Senior Art Director
Benner Rawley, Senior Copywriter
Bart Mol, SVP, Senior Creative Director
Pol Hoenderboom, SVP, Creative Director
Dexter Blumenthal, Planning Director
Yin Chung, EVP, Group Planning Director
Brian Brydon, VP, Planning Director
Taylor Baird, Account Director
Amy Wertheimer, EVP, Group Executive Producer
Lizzy Lehn, Producer
Mark Lester, SVP, Project Management Director
Susannah Keller, EVP, Global Business Leader, MARS
Kirsten Flanik, President, CEO
David Lubars, Chief Creative Officer, BBDO Worldwide

Weber Shandwick (United States of America)

Kelly Miller, Senior Vice President
Melissa Hyer, Vice President

House Special

Kirk Kelley, Animation Director

Breaking with a proven playbook is daunting for any marketer, especially America's second-largest chocolate brand. But that's exactly what M&M'S did to reignite the interest of a generation that's allergic to paid advertising and ad-like objects, and highly skeptical of brands. To launch our new brand purpose, we broke fundamental rules of our mass-marketing playbook: we changed billion-dollar brand assets, went against our fans, and put PR before paid media. The resulting changes to our characters put M&M'S back in youth cultural conversation in a huge way.