Mediacom wins Mars’ media account

Mars has appointed Mediacom as its global media agency of record, following a competitive pitch launched after the brand reviewed its media account in January.

Group M’s Mediacom will now handle the media planning and buying for Mars’ brands which includes M&Ms, Snickers, Whiskas, Smackos, Masterfoods and Wrigley.

Mediacom first won the Mars media account in 2016.

Andrew Clarke, chief marketing and customer officer at Mars, said in a statement: “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.”

Stephen Allan, worldwide chairman and CEO of MediaCom, added: “Building on our existing remit, and extending our 25-year relationship, we, along with our GroupMW colleagues, will now be managing all of Mars’ media buying, as well as their data and analytics.”

The win comes one month after the agency was appointed to Adidas’ global media account.

Meanwhile in June, the agency lost P&G’s media account to Starcom. While in October Mediacom resigned the CUB account which moved to PHD.

This is the second big FMCG account move in a week, with Group M’s Mindshare winning the Australian and New Zealand arms of Mondelēz International’s media account.


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