MediaCom Canada Binges on Candy, Fast Food

GroupM’s MediaCom Canada won traditional and digital media responsibilities for all of Mars/Wrigley brands across the country, in a three-month review that included competitors like Publicis Groupe’s Starcom and Omnicom’s OMD, the incumbent on the business since 2005.
This is the second major new win this month for the WPP media agency in Canada. Last week, Yum Restaurants International (Canada), operator of fast food venues like KFC, Pizza Hut and Taco Bell—awarded MediaCom its media business.
Mars/Wrigley spent about $40 million in Canada in 2009, the last year that full-year figures are available, according to media agency research company RECMA. The Yum account is worth $25 million.
Responsibilities on Mars/Wrigley include planning and buying for television, cinema, radio, out-of-home and digital for all of the marketer’s food and confectionary brands in Canada. The assignment is effective immediately will be managed by MediaCom’s offices in Toronto and Montreal.
Trace Rutland, commercial manager-media innovation and Canada for Mars North America said: “Throughout the review process MediaCom consistently demonstrated its strength in strategy, execution and innovative ways of reaching out to our customers.”