Mars looks to consolidate global media business

Confectionery and pet care brand Mars has revealed plans to review its media agency roster in a bid to combine its global media business with one agency. The brand is behind brands such as Snickers, M&M’s, Orbit and Pedigree. The media business is valued at around US$1.4 billion, according to Adweek.

The brand’s media planning is currently being handled by MediaCom, while some local markets are being handled by Starcom. Local markets not handled by Starcom are also distributed between MediaCom and OMD. The report added that the review is expected to 2019, with all three agencies continuing to work with the confectionary brand before then. Marketing has reached out to Mars, MediaCom and OMD.

In a statement to Adweek, Andrew Clarke, Mars chief marketing and customer officer, said that the company wanted to ensure it keeps pushing boundaries in how it reaches its consumers. It also wants to be quicker, bolder and more innovative with its choices in the 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,” the statement added.

The report added that the pitch will also determine which agencies can best deliver an integrated and data driven media strategy. The review will be conducted by Mar’s internal team along with consultancy ID Comms.

In 2016, Mars launched a multi-million media buying review in seven key markets, namely Southeast Asia, Australia/New Zealand, China, Germany, India, Japan and the UK. In a statement to Marketing, Mars Inc confirmed that it was conducting media buying agency pitches, with marketing teams facilitating the process in the key markets mentioned.

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