Concluding its global media review, Mars has decided to consolidate its media planning and buying entirely within WPP’s investment wing, GroupM.
Previously, the maker of chocolate and pet food had operated via three different agencies, including WPP’s MediaCom, Publicis Groupe’s Starcom and Omnicom’s OMD.
However, following a competitive pitch which started in January, GroupM’s MediaCom – which has worked with Mars for 25 years – will now handle all media planning and buying duties across most of the company’s portfolio.
The entire global business is worth around $1.4bn and to deliver on the deal, MediaCom will work as part of GroupMW which will allow it to “tap into the resources” of other GroupM and WPP agencies.
“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,” said Andrew Clarke, chief marketing and customer officer, Mars.
“It brings thought leadership and actionable use of data and insights to meet our media needs.”
The decision, announced on Thursday (August 8), helps deliver the wider transformation Mars has been driving with its marketing and media agenda, which aims to build competitive advantage through insights, investment, and innovation.
Mars has been putting an increased focus on driving value from data, new creative and content models, and ways to incubate innovation.
“It was impressive to see some of the fresh, challenging approaches from all three of the agencies,” said Rob Rakowitz, global media director, Mars.
“It’s helped evolve our thinking throughout the pitch and inspired us to be even bolder in our ambition. GroupM created a custom operating model for us which enables us to put data at the heart of our decision making, drive speed at a global, local and campaign level, and use our resources efficiently.”
The full assignment will go into effect on 1 January 2019 and the transition period will run from August until December 2018.
