Source: TheDrum
Mars has concluded its global media review, consolidating all of its media planning and buying with WPP’s GroupM.
Until now, the company has operated a three-agency approach working with GroupM-owned MediaCom as well as Publicis Groupe’s Starcom on local media. OMD handled the rest.
All three incumbents were invited to re-pitch for the business, but after this move Mars ended media relationship with the latter two holding groups.
According to Andrew Clarke, chief marketing and customer officer at Mars, GroupM clinched the pitch because it created “a custom operating model”.
Clarke said the new approach will let Mars put data “at the heart of its decision making” as well as drive speed at a global, local and campaign level.
The FMCG giant kicked off the pitch process at the start of the year and the business said that GroupM will take over all proceedings in January 2019.
