Mediacom wins Mars media buying in ANZ after global pitch

Mediacom has landed one of the most valuable media accounts in the region after the agency was awarded the Mars media buying business ahead of incumbent Starcom, ending a long-running local relationship with the agency.

Mars confirmed Medicom has won the media buying business in Australia and New Zealand as part of the global review, with Starcom retaining China, Southeast Asia, and the UK. Starcom has also added India and Germany.

Mars said the move was a bid to give the company the best media mix across all its markets.