The group behind confectionary brands Snickers and M&M’s, and pet care brand Pedigree, is reviewing its global media business as it looks to consolidate its three-agency model.
Mars Inc. said it wants to consolidate its entire media planning and buying responsibilities with a single global entity, with the new agency structure to come into effect in 2019, according to AdWeek.
MediaCom currently takes care of Mars’ media planning globally, and shares the buying duties with Starcom and OMD. In Australia, MediaCom handles both the media planning and buying duties for Mars.
All three agencies have been invited to the review, with MediaCom already agreeing to participate.
The pitch process will test each agency on their capability to deliver a data-driven, integrated media strategy for Mars, driven by unique insight, investment and innovation, a person close to the review told AdWeek.