Proximity takes over Mars' digital AOR business in China from Agenda

Proximity will provide digital strategy, creative, technology, social media and analytics services for four chocolate brands under the Mars portfolio in China—Dove, Snickers, M&M's and local brand CuiXiangMi.

The account will be led by Proximity Beijing’s newly established Mars team that will work closely with the BBDO Mars team.

BBDO has been working with Mars since 1995 in more than 70 markets across the world, including China, for traditional creative duties.

The current CEO of Proximity Greater China, Clement Yip, previously headed Agenda's China offices in Beijing and Shanghai.