MediaCom and Mars Partner to Transform Global Marketing Strategy
NEW YORK, February 8, 2022 /PRNewswire/ — Mars, Incorporated has retained WPP’s MediaCom as its global media agency for its Mars Wrigley, Mars Petcare and Mars Food segments. This new global partnership, which began in January 2022will continue until the end of 2025.
The renewal follows extensive media scrutiny throughout 2021, a core part of Mars’ new marketing vision called “Building Brands for Mutual Value”. This strategic platform includes transforming its approach to consumer engagement, data insights, digital marketing and brand purpose in three ways:
- Drive an innovative media transformation plan across all Mars businesses, brands and regions. It will focus on adopting the latest advances in data-driven planning, supported by WPP’s Choreograph, which will bring its data-enabled capability to help Mars evolve its content strategy and adapt. changing media habits.
- Support Mars as a brand safety champion and expand its investments in inclusive and sustainable marketing through GroupM’s industry-leading responsible investment framework.
- Expand the relationship to include GroupM’s sister agency, Essence, which will expand Mars’ approach to auction-based media. Essence will enable Mars to reach and engage consumers, and will be responsible for Mars’ fast-growing programmatic, social and search video investment, establishing specialized regional hub capabilities in Europe, Asia and Latin America.
Rankin Carroll, Chief Brand & Content Officer at Mars Wrigley and Executive Sponsor for Media, Mars Inc. said, “We have laid out a detailed vision and operational plan for our next wave of media transformation at Mars. We’ve been impressed with WPP’s commitment to evolving their own integrated team to deliver on this vision, building on our trusted partnership with MediaCom, but adding new digital-focused thinking from other partners in GroupM, including Essence. »
Simon SadieGlobal Client Leader of WPP, Mars and Client President, MediaCom, said, “After a decade of partnership, we are extremely proud to expand our relationship with Mars and excited to embark on the next leg of the journey together. The coming years will see accelerated changes in how Mars approaches media, reflecting changing media habits and rapidly evolving data-driven media opportunities. We are committed to seeing the big picture for Mars to deliver smarter, forward-thinking media solutions.
Ron AmramSenior Director of Global Media for Mars, said, “The extension of our relationship with WPP brings a new level of partnership between Mars Inc. and WPP, building on improved mutually aligned business terms and greater operational transparency. that together will enable us to improve media effectiveness and real business growth, we have crafted a modern partnership that addresses many of the challenges of the 21st century digital age.”
Sasha SavicCEO of MediaCom in the United States, said, “It is an honor to grow and expand our partnership with Mars. Their new marketing vision, “Building Brands for Mutual Value”, complements our philosophy and opens up an even stronger path to transformation – being data-driven, collaborative and purposeful.”
MediaCom unleashes brand growth by helping them see the big picture. This means that we apply our unique “systems thinking” philosophy and technology to all marketing levers: media, messages and data. As a result, we design communication strategies that produce short-term results and help brands build for the future.
As a member of WPP, the world’s largest marketing communications services group, and GroupM, the consolidated media investment management arm of WPP, we have access to the richest data, strongest references and the most advanced capabilities on the market. This helps us provide comprehensive solutions to all marketing challenges. Our success is based on our long-standing belief “People First, Better Results”. We know that by investing in the well-being, careers and capabilities of our employees, we will help our clients’ businesses grow.
In 2021, this approach led MediaCom to be crowned Global Media Network of the Year by Adweek, Eurobest, Festival of Media Global and M&M Global.
MediaCom is one of the world’s leading specialists in media communications, with a billing of US$17.6 billion (Source: COMvergence, 2020), employing 8,000 people in 125 offices in 100 countries. Its list of global clients includes adidas, Bayer, Coca-Cola (TCCC), Dell, Hasbro, Mars, NBC Universal, P&G, Richemont, Shell, Sony, Uber and Walgreens Boots Alliance. Learn more about www.mediacom.com.
GroupM is the world’s leading media investment firm, responsible for over $50 billion in annual media investments through agencies Mindshare, MediaCom, Wavemaker, Essence and m/SIX, as well as results-driven programmatic audience company, Xaxis. GroupM’s portfolio includes data and technology (choreography), investment and services, all united in the vision of shaping the next era of media where advertising works better for people. By leveraging every advantage of scale, the company innovates, differentiates and generates lasting value for its customers, wherever they do business.
About the choreographer
Choreograph™ is WPP’s global data technology and products company that powers the growth of the world’s most admired brands. Built on the world’s most advanced database and powered by 850 technologists, product developers and data scientists, it harmonizes the data capabilities of GroupM and WPP into an end-to-end data orchestration system. With our commitment to “Data with Purpose. Fuel for Growth,” Choreograph brings your customer data to life, empowering marketers to act with intent. Learn more about Choreographer on www.choreograph.com.
ABOUT MARS, INCORPORATED
For more than a century, Mars, Incorporated has been driven by the belief that the world we want tomorrow begins with the way we do business today. This idea is central to what we have always been as a global family business. Today, Mars is transforming, innovating and evolving in ways that affirm our commitment to having a positive impact on the world around us.
Across our growing and diverse portfolio of confectionery, food and pet care products and services, we employ 133,000 dedicated associates who are all headed in the same direction: forward. With $40 billion in annual sales, we produce some of the world’s most beloved brands including DOVE®, EXTRA®, M&M’s®, MILKY WAY®, SNICKERS®, TWIX®, ORBIT®, PEDIGREE®, ROYAL CANIN®, SKITTLES®, BEN’S ORIGINAL ™ , WHISKAS®, COCOAVIA® and 5™; and care for half of the world’s pets through our nutrition, health and services businesses, including AniCura, Banfield Pet Hospitals™, BluePearl®, Linnaeus and VCA™.
We know that we can only truly succeed if our partners and the communities in which we operate also thrive. The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspire our Associates to take action every day to help create a world of tomorrow in which the planet, its people and its pets can thrive. For more information on Mars, please visit www.mars.com. Join us. to Facebook, Twitter, LinkedIn, instagram and Youtube.