The Drum has learned that WPP has lost the American conglomerate’s multi-billion dollar account, with Publicis to lead its media, production, paid social and influencer and connected commerce capabilities, while IPG’s Weber Shandwick oversees a supercharged approach to brand PR.
Mars
In another significant account loss for WPP, The Drum has learned that rival holding company Publicis has successfully pitched to obtain the Mars business. It comes after WPP’s Mark Read this week revealed he will be stepping down from the board and as chief executive officer, leaving the company on December 31, 2025.
In November last year, it was revealed that Mars was to launch a massive global agency review.
Following a competitive proposal (RFP) process, Mars has appointed Publicis to lead its media, production, paid social and influencer and connected commerce capabilities, with IPG’s Weber Shandwick set to oversee a supercharged approach to brand PR, with both agencies tasked with bringing culture and conversation even closer to the portfolio of iconic brands at Mars.
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According to Mars, the outcome of the pitch process will see the new agency ecosystem implemented in full across the two largest businesses of Mars, including Mars Snacking and Mars Petcare.
Mars Food and Nutrition will join Snacking and Petcare, shifting its media business to Publicis. The company’s long-standing creative partners, Omnicom, will continue to lead brand creative, which was not part of the review. T&P will continue to lead brand creative for Food and Nutrition.
“When it comes to building brands, we know that to remain iconic, we must remain in motion,” said Gülen Bengi, lead chief marketing officer at Mars and chief growth officer at Mars Snacking.
“That’s why we’re reimagining the Growth Playbook with a transformative vision for brand building – one that is bold by design and rewired for accelerated value creation. As always, consumers and pets are at the center of everything we do. And now, we’re putting our fans and communities in the driver’s seat through unprecedented co-creation of brand experiences, seamlessly connected across the consumer journey and personalized at scale. Our new industry-leading agency ecosystem is the next piece in our plan to bring this vision to life. The Mars way.”
WPP won the Mars account in 2018, which consolidated all of its media planning and buying with WPP’s GroupM (now WPP Media). Until then, Mars had operated a three-agency approach, working with MediaCom as well as Publicis Groupe’s Starcom on local media. OMD handled the rest
This is a huge blow for WPP, which also lost its $700m Coca-Cola media account to Publicis in March of this year.
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