UPDATE: Mars Goes with MediaCom

By Erik Oster 

mars-logoMars is currently in the late stages of a media review as it looks to “consolidate its worldwide media planning at a single agency,” Adweek reports.

“In 2015, we will be transitioning to a single global media planning agency, and that agency will be selected by the end of 2014,” a Mars representative told that publication. “This change brings our planning model in line with our existing global advertising agency structure and will allow us to further focus media as a growth driver. With the constant change in the media landscape, this new agency will allow us to better collaborate across our global business to drive efficiency, effectiveness and coordination in our media planning.”

According to Kantar Media, Mars spent $677 million last year in the U.S., with global media spending estimated at $1.7 billion. Starcom has handled most of Mars media buying and planning since 2010, when Mars transitioned from MediaVest without a review. Now, on the heels of A-B InBev moving its media account to MediaCom, Starcom faces the possibility of losing an even bigger account. What’s more, according to Adweek, MediaCom, which is already on the Mars roster, is “a potential frontrunner for the consolidated planning business.” Should Starcom be selected to handle additional media duties in the consolidation, however, it could help the agency regain some ground following the loss of A-B InBev.

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UPDATE: Official statement from Mars after the jump.

In 2015, Mars, Incorporated will be transitioning to a single global media planning agency, Mediacom.  Mediacom was selected in a closed agency review.

This move was not a reflection of the in-market performance of our existing media planning partners…This change brings our planning model in line with our existing global creative agency structure, and will allow us to further focus media as a growth driver. We are excited about the opportunities for collaboration on the growth agenda of our brands between Mars, Mediacom, BBDO and DDB.

We will not be changing our assignments on media buying and Starcom remains a key strategic partner in the critical area of media buying.

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