Mars Inc. Tuesday consolidated media planning and buying for the general and Hispanic market television, cinema and radio for its U.S. pet care, snack food and Wrigley business lines at Publicis'
MediaVest unit. The review for the $500 million-plus account began Oct. 6, 2008, and included WPP's Mindshare unit, which has handled Wrigley's U.S. media planning and buying since 2006. MediaVest has
been Mars' incumbent since 2004.
As part of the consolidation, MediaVest will assume out-of-home and digital buying and planning for Wrigley, while Mars will keep their out-of-home media with
WPP's Kinetic venture. Digital buying and planning for Mars will remain with Publicis' Digitas unit.