The FMCG giant is assessing media, PR, social, retail media, brand PR and influencer marketing – but not creative – in a global review that includes Australia.
Mars Inc has launched a wide-spanning global review of its agency partners, aside from creative.
Mars is the largest confectionery company in the world, making iconic brands such as Maltesers, M&Ms, Snickers, Extra and Milky Way. Its Petcare arm produces brands including Pedigree and Whiskas. It spends about $3.7 billion on advertising, according to AdAge, which first revealed the review.
The review covers the Mars Snacking and Petcare businesses, but not its Food and Nutrition arm, which includes brands like Masterfoods and Dolmio.
“As part of our planned review of our agency partners, we are taking this opportunity to ensure we are set up to continue delivering best-in-class brand building. As a result, we are initiating RFP processes across several capability areas within our consumer brands and expect the process to conclude in 2025,” a Mars spokesperson told AdAge.
The largest agency under the spotlight is Mars’ media agency EssenceMediacom, which has worked with the business for six years after it won the account from Publicis Groupe.
Mars Snacking works with Publicis Groupe for commerce through Mars United Commerce, while IPG’s Weber Shandwick handles consumer PR. Meanwhile, Omnicom agencies handle creative for Mars.
EssenceMediacom declined to comment and Mars did not respond to B&T at the time this article was published.
