Mars launches $4.4bn global media review

Arvind Hickman
By Arvind Hickman | 19 January 2018
Mars wants to work with one global agency for media buying and planning.

Confectionery, packaged food and pet care giant Mars Inc has launched a global review of media buying and planning to consolidate into one agency, placing MediaCom in Australia on notice.

The review is expected to run for the rest of the year, transitioning to a single media agency structure in 2019.

AdNews revealed that Mars had consolidated media buying and planning in Australia late 2016, with MediaCom picking up planning duties from Starcom at the time.

MediaCom handles media planning globally and Starcom carries out the bulk of media buying, with MediaCom and OMD handling some local markets.

Mars spends about $50 million on media in Australia annually and about $4.4 billion on advertising globally.

“We want to make sure we keep pushing the boundaries in how we reach our consumers; being quicker, bolder and more innovative with our choices in this ever-changing media landscape," Mars chief marketing and customer officer Andrew Clarke says.

“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.”

Mars is made up of four core divisions: Chocolate, including brands such as Twix, Galaxy and M&Ms; Food, including Dolmio, MasterFoods, Uncle Ben's and KanTong; Pet Care, including Whiskas, Royal Canin and Pedigree; and Wrigley, made up of brands such as Extra, Orbit and Starburst (see some of the brands below). In Australia, Mars Food includes KanTong and MasterFoods, making it a much larger sub-brand than in other markets.

All three media agencies have been invited to take part in the global review.

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