Mars to launch global account review
By Abimbola Mohammed
Mars, Inc., the multinational conglomerate behind renowned brands such as Snickers, M&M’s, TWIX, MILKY WAY, Uncle Ben’s etc., has announced a thorough review of its global agency partnerships.
The review, expected to conclude by 2025, spans multiple marketing sectors, including media, commerce, social media, brand, PR, and influencer marketing the review doesn’t include creative as it is currently handled by Omnicom’s BBDO and DDB divisions.
All Mars’ current partners have been invited to the pitch process.
According to Adage, the review is set to focus on Mars Snacking, which includes brands such as M&M’s and Snickers, and Mars Petcare, which includes the Pedigree and Cesar brands. Mars Food & Nutrition is not included in the review.
As part of its global agency review, Mars, Inc. seeks to consolidate its rostcy partners. The company currently collaborates with EssenceMediacom (media planning and buying), Publicis Groupe’s Mars United Commerce, IPG’s Weber Shandwick (PR).
A spokesperson for Mars said it was a “planned review of our agency partners”, so they could deliver “best-in-class brand building”. As a result, we are initiating RFP [request for proposal] processes across several capability areas within our consumer brands and expect the process to conclude in 2025.
“We are committed to conducting a fair and transparent RFP that respects the contributions of all our partners and we are grateful to our incumbent holding companies, each of whom has been invited to participate in the RFP for their partnership.”
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