Mars Selects MediaCom for Global Media Planning

Another big loss for incumbent Starcom

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Mars, seeking to consolidate its worldwide media planning at a single agency, is awarding that business to MediaCom after a review that came down to the WPP agency and incumbent Starcom, sources said.

The media planning work is currently handled by eight agencies including Starcom, which handles the bulk of it, and at others like OMD and Carat. Starcom will continue to handle most of Mars' media buying business.

Global media spending is estimated at $1.7 billion. In the U.S.

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