Looking to consolidate its global media planning business
with one agency, Mars has handed its $1,7 billion account to MediaCom after a review. In a review that included WPP, MediaCom ousted
incumbent Starcom, which was one of 8 agencies handling a (substantial) slice of that $1.7 billion.
Of the account shift, a Mars statement read: "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."
The account has been with Starcom since 2010. Just a couple
of months ago, Starcom lost the planning portion of the $575 million Anheuser-Busch InBev. It's a sad week for sure for the media-buying shop.