Mars Inc. -- the family-owned global pet care, confectionery and food giant and one of the world’s biggest advertisers -- has launched a global consolidation review of its media agency assignments.
The company spends an estimated $1.5 billion on measured media annually.
Mars currently has a three-agency structure operating globally across its three business segments. Media planning is handled globally by MediaCom, part of the WPP’s GroupM. Media buying is locally contracted, with Publicis Media’s Starcom, handling the majority of local markets, and Mediacom and OMD handling the rest.
All three will continue to be contracted to Mars throughout the period of the review and have been invited to participate in the review.
Mars confirmed that it intends to “integrate planning and buying with a single global partner, in order to drive competitive advantage through insights, investment and innovation.”
“We want to make sure we keep pushing the boundaries in how we reach our consumers,” stated Andrew Clarke, chief marketing and customer officer at Mars, with the intention of "being quicker, bolder and more innovative with our choices in this ever-changing media landscape."
"Data can play a crucial role here, both in providing us with new insights, but also with reinforcing our commitment to evidence-based marketing and investment."
Media and marketing consultant ID Comms has been retained by the company to assist with the review process.
The Mars corral of brands includes Snickers, Orbit and Pedigree. The new setup is expected to take effect in 2019.