Publicis Groupe has taken another huge client from WPP, this time the multinational food producer Mars, an account valued at $US1.7 billion.
The France-based global advertising company has been appointed from January 2026 to lead media, production, paid social and influencer and connected commerce capabilities.
“We are delighted to reinvent the consumer business playbook with Mars, rekindling our longstanding partnership as we embark on this significant growth transformation journey,” said Arthur Sadoun, CEO of Publicis Groupe.
“Mars’ iconic brands and our unmatched capabilities - powered by the depth of our Connected ID, core AI and human insights - we are ready, energised and eager to bring to life the One Mars platform and help deliver the next generation of brand building for this special company, as we redefine the industry in the age of AI together.”
IPG’s Weber Shandwick will oversee public relations and Omnicom will continue to lead brand creative, which was not part of the review.
WPP’s loss comes as CEO Mark Read announced he is stepping down at the end of the year. The UK-based group also earlier this year lost Coca-Cola media billings in North American to Publicis.
The outcome of the Mars pitch will see the new agency ecosystem, One Mars, implemented across the two largest businesses of Mars: Mars Snacking and Mars Petcare.
Mars Food & Nutrition will join Snacking and Petcare, shifting its media business to Publicis.
Mars said the new “silo-free” agency setup will position Mars at the frontier of an AI-driven growth model.
The review of agencies took six months.
Mars CMO Gülen Bengi noted the “extraordinary caliber” of agencies involved and the rigour of the process.
“Without exception, every agency that participated brought forward outstanding thinking, creativity and passion,” Bengi said.
“I’m deeply grateful for the diligence and dedication of our associates who orchestrated this process, and to our incumbent partners for their collaboration and commitment to our business.
“They have certainly played an indispensable role in creating the firm foundations we’re proud to be building on today.”
Bengi said Mars brands must remain in motion to remain iconic.
“That’s why we’re reimagining the Growth Playbook with a transformative vision for brand building - one that is bold by design and rewired for accelerated value creation.
“As always, consumers and pets are at the center of everything we do. And now, we’re putting our fans and communities in the driver’s seat through unprecedented co-creation of brand experiences, seamlessly connected across the consumer journey and personalized at scale.
“Our new industry-leading agency ecosystem is the next piece in our plan to bring this vision to life. The Mars way.”
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