Mars consolidates global media planning and buying biz with MediaCom

10 Aug,2018

By A Correspondent


Mars Incorporated, the global pet care, confectionery and food business, has appointed MediaCom to handle its media planning and buying duties across most of the company’s portfolio. The result follows a competitive pitch against Omnicom, led by Hearts and Science, and Publicis, led by Starcom.


The entire global business – which is worth £1.4bn globally, according to data from Recma – will now be consolidated into MediaCom, including buying for the US and China. To deliver on the assignment, MediaCom will work as part of GroupMW, a GroupM solution, tapping into the resources of GroupM and WPP agencies to deliver outstanding results for Mars.


Said Andrew Clarke, Chief Marketing and Customer Officer at Mars: “This partnership will be a crucial accelerator in our ambition to be quicker, bolder and even more innovative when it comes to meeting our consumer needs. It brings thought leadership and actionable use of data and insights to meet our media needs.”


Added Stephen Allan, Worldwide Chairman & CEO of MediaCom: “Building on our existing remit, and extending our 25-year relationship, we, along with our GroupM W colleagues, will now be managing all of Mars’ media buying, as well as their data & analytics,”. “This confirms our place as the trusted media partner to one of the world’s most prestigious advertisers.”


The full assignment will go into effect on January 1, 2019 and the transition period will run from August until December 2018.



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