Mars awards MediaCom its global planning account | M&M Global

Mars awards MediaCom its global planning account

Mars has named WPP’s MediaCom as its global media planning agency of record following a pitch.


As part of the confectionery giant’s plan to transition to a single global media planning agency, MediaCom will take control of the account in 2015.

Until now, much of the business has been led by Publicis Group’s Starcom, which it is understood will continue to handle media buying for Mars.

In a statement, Mars said: “This move was not a reflection of the in-market performance of our existing media planning partners. With the constant change in the media landscape, this model will allow us to better collaborate across our global business to drive efficiency, effectiveness, and coordination in our media planning.

“This change brings our planning model in line with our existing global creative agency structure, and will allow us to further focus media as a growth driver. We are excited about the opportunities for collaboration on the growth agenda of our brands between Mars, MediaCom, BBDO and DDB.”

Mars Incorporated, which owns the Snickers, Galaxy, M&M’s and Maltesers brands, spent just over £2bn on advertising globally in 2012, according to Statistica.

MediaCom referred all calls for comment to the client.

The win comes shortly after it emerged that MediaCom have also taken Coca-Cola’s $100m Mexico account and Procter & Gamble’s LatAm and Caribbean digital business from Starcom.

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