Mars Consolidates U.S. Chores at MediaVest

Mars has consolidated domestic media chores at Publicis Groupe’s MediaVest, already a roster shop, following a review, the client has confirmed.

The agency already handled Mars in the U.S. It now adds the lion’s share of roughly $250 million in Wrigley business from WPP Group’s Mindshare.

Mars acquired Wrigley last October for $23 billion and the two agencies had competed for the combined account. It was unclear if other shops contended.

All told, the combined companies spent $770 million on domestic ads last year, per Nielsen.

“The combination of Mars and Wrigley provides a strategic opportunity that requires the optimum agency structure to ultimately drive growth and cost savings that address our collective media needs,” said Carole Walker, vp, integrated marketing communications at Mars U.S., in a statement. “We have selected MediaVest as the best partner due to their demonstrated thought leadership and best-in-class, go-to-market approach.”

Added Paul Chibe, vp, North American marketing at Wrigley: “Mindshare is a world-class agency with talented, dedicated people and we wish them the best in the future and appreciate the many contributions, hard work and professionalism they have demonstrated throughout our relationship.”

MediaVest now also picks up digital buying and planning for Wrigley, though Mars is keeping its OOH media with WPP’s Kinetic and its digital duties with Publicis’ Digitas.
The review was part of a market-by-market appraisal process that continues, per sources.

It is not clear if nonroster shops are being invited to participate.