Publicis has secured the mandate to spearhead Mars’ global media vision as WPP loses another major account.
Mars Inc. has overhauled its global marketing operations and picked Publicis Groupe to lead a wide range of communications activities. Mediapost in its report said this followed a closely contested review process that began in late 2024.
This move gives Publicis control over Mars’ media planning and buying, content production, social media engagement, influencer partnerships and commerce integration.
COMvergence reports that Mars allocated around $1.76 billion to global media efforts in 2024.
This development delivers another setback to WPP, which previously managed the media account but now exits the picture.
Also Read:Who killed the WPP mojo?
For Publicis to handle and Mars global media vision is a decision that follows a recent client losses for WPP, including Coca-Cola’s North American business and Paramount, both now with Publicis.
Publicis will also join a newly structured agency model called “One Mars,” designed to streamline collaboration across partners.
IPG-owned Weber Shandwick will lead brand public relations across Mars’ diverse portfolio, including M&M’s, Snickers, Twix, Skittles, and pet care products.
Mars confirmed it will retain its primary creative partners, Omnicom and T&P, as the latest review did not include creative assignments.
Gülen Bengi, Chief Marketing Officer for Mars and Growth Officer for its snacking division, described the move as a bold redesign of audience connection.
Bengi said Mars must constantly evolve to keep its brands relevant.
Also Read:Mark Read to step down as WPP CEO after three decades of service
The CMO emphasised that this strategy goes beyond media and focuses on a growth model that puts people and pets at the center.
She added that Mars aims to co-create meaningful experiences with fans across all platforms.
Arthur Sadoun, Chairman and CEO of Publicis Groupe, welcomed the deepened collaboration.
He said Publicis looks forward to redefining how Mars engages with customers and communities worldwide.
Also Read:WPP Media Launches Open Intelligence: Industry’s First ‘Large Marketing Model’ Powered by AI
According to the Chairman, Mars will roll out the new agency ecosystem in January 2026, with responsibilities spanning over 70 countries on six continents.
Meanwhile, Flock Associates led the evaluation process that resulted in the appointment.
This win further strengthens Publicis’ global standing and delivers another serious blow to WPP.
Earlier this week, WPP also announced that CEO Mark Read will step down by year-end.
Comment
No comments found.