Mars Incorporated, the pet care, confectionery and packaged food marketer, has appointed GroupM’s MediaCom as its media agency worldwide. Under the deal, MediaCom will handle its nearly $2-billion media spend.

Following a competitive pitch against Omnicom, led by Hearts and Science, and Publicis, led by Starcom, the entire global business of Mars, which is estimated to be worth £1.4 billion, will now be consolidated into MediaCom, including buying for the US and China.

Mars is one of several major marketers seeking to work with one agency or holding company. The company’s range includes its confectionery products M&Ms, Twix, Milky Way, Skittles and Snickers, pet food Pedigree and Whiskas and several other FMCG products.

Mars Inc’s Chief Marketing and Customer Officer Andrew Clarke said in a statement the partnership “will be a crucial accelerator in our ambition to be quicker, bolder and even more innovative when it comes to meeting our consumer needs.”

MediaCom had previously managed media planning globally for the company and buying in over 20 markets, including Mexico, Canada, Australia and the Netherlands.

Earlier, media buying was locally contracted. While Starcom handled the majority of the local markets, the rest was fielded by MediaCom and a small amount by Omnicom Group’s OMD. In a review that commenced this January, MediaCom, Starcom and OMD were invited to participate, and MediaCom won the deal.

India story

In India, the company recently appointed Indian cricketer Mahendra Singh Dhoni as the new brand ambassador for its chocolate brand Snickers.

It had earlier been endorsed by movie stars Rekha and Sonam Kapoor.

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