Leading food company, Mars, has appointed Proximity as its Digital Agency of Record in China. Proximity will provide all digital strategy, creative, technology, social media and analytics services for four chocolate brands under the Mars portfolio in China. This includes Dove, Snickers, M&M’s and local brand CuiXiangMi.

Commenting on the announcement, Chris Thomas, Chairman, Proximity Worldwide, said, “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.”

The account will be led by Proximity Beijing’s newly established Mars team and will work closely with the BBDO Mars team to develop new, integrated advertising approaches for Mars.

BBDO Worldwide has been working with Mars since 1995. Today, the agency creates work for Mars in more than 70 markets across the world.