Mars launches global agency review

Global leader in confectionary, pet care and food products Mars has launched a global review of its agency partners.

The review kicked off in early November 2024 and encompasses media planning, buying, commerce, social media, brand public relations and influencer marketing. It does not include creative services, according to media reports.

With the review, Mars aims to reduce the number of agency partners to foster more integrated and efficient marketing strategies, as well as consolidate its agency partnerships.

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The current review reportedly covers the Mars snacking and petcare business, but not its food and nutrition arm. It is expected to conclude in 2025, according to several media reports.

Currently, Mars is engaging several major holding companies including MediaCom and Essence for its global media duties. MARKETING-INTERACTIVE has reached out to Mars and Essense MediaCom for a statement.

MediaCom and Essence were reappointed in 2022, with MediaCom as its global media agency across its Mars Wrigley, Mars Petcare and Mars Food segments. Meanwhile, Essence was appointed to manage biddable media.

The reappointments in 2022 followed a media review throughout 2021, which Mars said was a critical element of its new vision for marketing. Titled "Building Brands for Mutual Value", its vision included transforming its approach to consumer engagement, data insight, digital marketing, and brand purpose.

Following MediaCom's reappointment, Mars aimed to drive an innovative media transformation plan across all its businesses, brands, and regions. According to Mars at the time, it will focus on embracing the latest in data-driven planning, underpinned by WPP's Choreograph, which will bring its data enablement capability to help Mars evolve its content strategy and adapt to changing media habits.

At the same time, MediaCom will be tasked with supporting Mars as a champion of brand safety and expanding its investments in inclusive and sustainable marketing through GroupM's responsible investment framework.

Meanwhile, Essence will be responsible for developing Mars' approach to auction-based media. The agency will enable Mars to reach and engage consumers, and will be responsible for Mars' fast-growing programmatic video, social and search investment, establishing specialist hub capabilities regionally in Europe, Asia and Latin America.

This news comes after it was reported that the company is considering acquiring Kellanova, the manufacturer of snack brands such as Pringles and Cheez-It earlier in August this year.

According to Reuters, while Kellanova's market value, including debt, is estimated at around US$27 billion, the potential deal may become one of the largest transactions in the packaged food industry. It may also test the willingness of regulators to permit further consolidation within the sector.

However, there is no guarantee Kellanova will proceed with a deal with Mars, since another potential buyer also approached Kellanova for acquisition, according to the report. It's also possible that no deal is ultimately completed with any party.

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