Another day another big media review and now Mars is reviewing its $1.4bn global media (about half in the US) currently with WPP’s MediaCom for planning, Publicis’ Starcom for most of the buying and Omnicom’s OMD for other bits.
Mars brands include M&M’s, Snickers, Orbit and Pedigree. ID Comms is the consultant.
Mars CMO and customer officer Andrew Clarke says: “We want to make sure we keep pushing boundaries in how we reach our consumers; being quicker, bolder and more innovative with our choices in this ever-changing media landscape. Data can play a crucial role here, both in providing us with new insights, but also with reinforcing our commitment to evidence-based marketing and investment.”
MediaCom says it will be pitching in a process that might take up to a year.
Mars is one of the world’s more adept advertisers, certainly in creative terms, using mostly Omnicom agencies. This therefore looks like an opportunity for Omnicom’s newish “data-driven” media agency Hearts & Science which has slowed somewhat after winning AT&T and Procter & Gamble in the US. MediaCom, though, has also been on a winning streak since it was stung by losing £2bn Volkwagen to Omnicom’s PHD.