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Pitch won by: Publicis media


Pitch

PITCH

Media

TargetSUMMARY | About this pitch

Publicis Media has retained and won back a sizable portion of the Mars global candy business. Starcom retains China, Southeast Asia and the U.K. and has won India and Germany. WPP's Mediacom will handle Australia and New Zealand. Local buying agency transitions will begin immediately, and will officially take effect beginning with Mars's 2017 media investments.

In 2015, the candy brand transitioned to a single global media planning agency, Mediacom, after a closed agency review. Before that consolidation, Publicis' Starcom was responsible for most of the business, including the U.S.

Now, "to ensure that we have the strongest possible media-buying agencies supporting our business objectives around the world, Mars, Incorporated marketing teams in six key markets — Australia/New Zealand, China, Germany, India, Southeast Asia and the U.K. — conducted concurrent media-buying agency pitches this fall," says a Mars spokesperson. The company then divided up the accounts after "our teams evaluated each agency proposal on both qualitative and quantitative criteria," as well as "thorough analysis of each agency’s proposals at local and global levels."

The company's ad spend exceeds $680 million in the U.S. and $1.5 billion worldwide.

Client CLIENT | Mars's Customer Analysis


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