Global pet care, confectionery and food business Mars has appointed MediaCom to handle media planning and buying duties across most of the company’s portfolio.
The result follows a competitive pitch against Omnicom (led by Hearts and Science) and Publicis (led by Starcom).
MediaCom previously managed Mars’ media planning globally and buying in over 20 markets, including Australia, Canada, Mexico, and the Netherlands.
The entire global business – which is estimated to be worth $2.4 billion – will now be consolidated into MediaCom, including buying for the US and China.
To deliver on the assignment, MediaCom will work as part of GroupMW, a GRoupM solution that taps into the resources of GroupM and WPP agencies.
Andrew Clarke, chief marketing and customer officer at Mars, said: “This partnership will be a crucial accelerator in our ambition to be quicker, bolder and even more innovative when it comes to meeting our consumer needs.
“It brings thought leadership and actionable use of data and insights to meet our media needs.”
Rob Rakowitz, global media director at Mars, said: “It was impressive to see some of the fresh, challenging approaches from all three of the agencies. It’s helped evolve our thinking throughout the pitch and inspired us to be even bolder in our ambition.
“GroupM created a custom operating model for us which enables us to put data at the heart of our decision-making, drive speed at a global, local and campaign level, and use our resources efficiently.”
MediaCom’s global chairman and CEO, Stephen Allan, said: “Building on our existing remit and extending our 25-year relationship, we – along with our GroupMW colleagues – will now be managing all of Mars’ media buying, as well as their data and analytics.
“This confirms our place as the trusted media partner to one of the world’s most prestigious advertisers.”