Mars kicks off global media agency review

Global food giant Mars – which is responsible for brands including M&Ms, Snickers, Whiskas, Smackos, Masterfoods and Wrigley – has launched a global review of its media account as it looks to consolidate with one agency.

In 2016 Group M’s MediaCom won the local media buying portion of the account ahead of incumbent Starcom which retained other regions across the global account.

MediaCom had won the media planning portion of the local account in 2014, also from incumbent Starcom. 

AdWeek broke the news that Mars is now looking to consolidate its media buying and planning duties with one group.

AdWeek said the review is expected to conclude next year, with the current incumbent agencies to continue working for the company in the meantime.

“We want to make sure we keep pushing boundaries in how we reach our consumers; being quicker, bolder and more innovative with our choices in this ever-changing media landscape,” Andrew Clarke, Mars chief marketing and customer officer said, according to AdWeek. “Data can play a crucial role here, both in providing us with new insights, but also with reinforcing our commitment to evidence-based marketing and investment.”

Mumbrella understands Mars spends between $45m and $50m on media annually in Australia.

MediaCom confirmed to Mumbrella it would be participating in the pitch, but had no additional comments.

Mars has been approached for comment.


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